关键词: 连续创业 , 认知偏差 , 风险倾向 , Serial entrepreneur, Cognitive bias, Risk taking propensity

Abstract: With the rapid growth of emerging small businesses, China gradually formed the economic development characteristic with entrepreneurial driven, making many entrepreneurs start to the "serial entrepreneur" road. This study is based on entrepreneurial cognitive theory, extends the type of cognitive bias, analyze the relationship between four kinds of cognitive bias and serial entrepreneur, results show that overconfidence and illusion of control have a positive influence on serial entrepreneur, but hindsight bias has a negative effect on serial entrepreneur, while law of small numbers and serial entrepreneur are not significant. This study empirically examines the moderating effect of risk taking propensity on the relationship between cognitive bias and serial entrepreneur.