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문화인식도가 창업기회탐색에 미치는 영향에 관한 연구: 인지적 탐색성향의 조절효과 중심으로

A Study on the Impact of Cultural Awareness on Entrepreneurial Opportunity Exploration: Focusing on the Moderating Effect of Cognitive Exploration Tendency

김춘호|진익성
한국진로·창업경영학회 (The Korean Career·Entrepreneurship & Business Association)|2024.07|한국진로창업경영학회지 (The Journal of Korean Career·Entrepreneurship & Business Association)|제8권 제4호|pp. 59-76|DOI http://dx.doi.org/10.48206/kceba.2024.8.4.59

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키워드

문화인식도창업기회탐색인지적 탐색성향Cultural awarenessEntrepreneurial opportunity explorationCognitive exploratory tendencies

초록

본 연구의 목적은 대학생들의 문화인식도와 창업기회 탐색 간의 영향 관계와 인지적 탐색성향의 조절효과를 실증적으로 파악하는 것이다. MZ세대는 1980년대 후반 이후 세대로 디지털기술과 소셜미디어 활용에 익숙한 세대이다. 그리고 일반적 직장보다는 자기 주도적 계발과 자기 비즈니스를 운영할 수 있는 창업에 대한 관심이 크다. 이러한 배경에서 MZ 대학생들의 문화인식도가 창업에 미치는 영향 및 인지적 탐색성향의 조절효과에 대한 검증이 MZ세대 대학생 창업 분석에 중요한 한 부분이라고 보았다. 본 연구에서는 MZ세대 대학생들의 문화인식도가 창업기회탐색에 미치는 영향과 두 변수 간의 영향관계이서 인지적 탐색성향의 조절효과가 있는지에 대해 조절효과모형을 활용하여 검증하였다. 연구 분석도구로는 SPSS 22를 활용하였다. 연구 결과로는 첫째, 문화인식도는 창업기회탐색의 기회인식과 기회평가에 유의미한 긍정적 영향을 미치는 것으로 나타났다. MZ세대는 디지털과 온라인 환경에서 자란 세대로 다양한 문화에 대한 이해와 인식이 높으므로 문화인식도는 MZ세대가 다양한 문화적 요소를 반영하여 창업 기회를 찾고 이를 평가하는데 도움이 될 수 있다고 보여 진다. 둘째, MZ세대의 문화인식도가 창업기회탐색의 기회인식에 미치는 영향에 있어 인지적 탐색성향이 조절적 역할을 한다는 결과가 나왔다. 이는 MZ세대가 기회 인식을 할 때 인지적 탐색성향에 따라 문화적인 측면뿐 아니라 경제적, 기술적, 사회적 측면 등 다양한 측면에서도 기회를 평가하고 선택하는 능력이 있다는 것을 나타낸다. 따라서 MZ세대의 창업기회탐색의 기회 평가시 MZ세대의 문화인식도와 인지적 탐생성향을 적극적으로 활용할 필요가 있으며 특히 창업 관련된 프로그램에서는 MZ세대의 문화적 이해도, 인지적 탐색성향을 적극 반영하여 프로그램을 구성하고 이에 대한 적극적이고 전문적인 평가 방법을 제시해야 할 것으로 보인다.

Abstract

The purpose of this study is to empirically understand the relationship between college students' cultural awareness and the search for start-up opportunities, and the moderating effect of cognitive search tendency. The MZ generation has been around since the late 1980s, and it is a generation that is familiar with the use of digital technology and social media. Therefore, there is more interest in self-directed development and start-ups that can run one's own business than in general workplaces. Against this background, verification of the effect of MZ college students' cultural awareness on start-ups and the moderating effect of cognitive search tendency were considered an important part of the analysis of MZ generation college students' start-ups. In this study, the effect of cultural awareness of MZ generation college students on entrepreneurial opportunity search and whether the relationship between the two variables had a moderating effect on cognitive search propensity were verified using a moderating effect model. SPSS 22 was used as a research analysis tool. As a result of the study, first, cultural awareness was found to have a significant positive effect on opportunity recognition and opportunity evaluation for entrepreneurship opportunity search. The MZ generation is a generation that grew up in a digital and online environment and has a high understanding and awareness of various cultures, so it seems that cultural awareness can help the MZ generation to find and evaluate start-up opportunities by reflecting various cultural factors. Second, it was found that cognitive search tendency plays a controlling role in the influence of the MZ generation's cultural awareness on the opportunity recognition of entrepreneurship opportunity search. This indicates that when the MZ generation recognizes opportunity, it has the ability to evaluate and select opportunities not only in cultural aspects but also in various aspects such as economic, technical, and social aspects according to the cognitive search tendency. Therefore, it is necessary to actively utilize the MZ generation's cultural awareness and cognitive exploration tendency when evaluating opportunities for the MZ generation to explore start-up opportunities, and in particular, programs related to start-ups should actively reflect the MZ generation's cultural understanding and cognitive exploration tendency to organize programs and present active and professional evaluation methods.

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