Abstract
This study explores the intricate dynamics between entrepreneurial risk perception and serial entrepreneurship intention in the context of Chinese catering enterprises. Utilizing a mixed-methods approach, the research investigates how entrepreneurial opportunity identification mediates this relationship and examines the moderating influence of entrepreneurial-family conflict. Drawing on cognitive and decision-making theories, the study employs survey data from over 500 Chinese catering entrepreneurs, with 56.4% being serial entrepreneurs. The findings reveal that entrepreneurial risk perception negatively impacts serial entrepreneurship intention directly and indirectly, while entrepreneurial opportunity identification serves as a significant mediating variable. Furthermore, entrepreneurial-family conflict moderates the indirect effects, highlighting the complex interplay between personal and professional domains. These results contribute to theoretical advancements in entrepreneurial cognition and decision-making and offer practical insights for fostering sustainable entrepreneurial ecosystems in competitive industries. The study emphasizes the importance of managing risk perception and leveraging opportunity identification to enhance entrepreneurial success. Implications for policymakers and practitioners in the catering industry are discussed, along with recommendations for future research.
Published Version
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