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使用阿里研究院搜集的淘宝卖家经营发展状况调查数据,利用配对样本进行研究分析,实证研究了性别差异是否影响网店创业绩效,并考察了性别差异的影响是否可能受到动机的调节。结果显示:女性创业者的网店创业绩效显著低于男性;对短期的网店创业而言,生存型创业动机会削弱性别与网店创业绩效的负向关系。
Using the survey data of Taobao sellers’ business development collected by Ali Research Institute, this paper uses paired samples to conduct research and analysis, and empirically studies whether gender differences affect the performance of online shop startups and examines whether the impact of gender differences may be motivated or not. The result shows that the performance of female entrepreneur’s online shop is significantly lower than that of male; for short-term online shop business, the survival-oriented entrepreneurial motivation will weaken the negative relationship between gender and online shop’s entrepreneurial performance.