擴展效用函數模式下之創業家行為研究—以「正泰電熱」為探討實例

Abstract

本論文旨在嘗試結合經濟學家貝克提出之擴展效用函數和心理學家馬斯洛所提的需求階層動機理論，共同用以解釋行為選擇的內生化機制。之所以稱為擴展效用函數，是因為貝克提出內生偏好概念放入傳統經濟學之個人效用函數之中擴展了個人效用函數。而此一偏好也脫離傳統經濟學之穩定假設，而以二個新的人力資本互動表達之，構成所謂的「內生化偏好」，亦即內生偏好是「個人資本」和「社會資本」的函數。 依據貝克之偏好與價值，個人之「互補性投資」，即社會資本之互補性行為選擇，會因為內生偏好之影響，只要社會資本輕微的變動，或者是內生化偏好因為投資成本輕微的變動，都能因此而大幅度的改變。互補性投資為社會資本之函數。 本論文是嘗試將馬斯洛動機理論之需求階層，「生理的」、「安全的」、「社會的」、「自尊的」和「自我實現的」作為互補性投資之效用序列，而以創業一題，作為此一結合模式的檢驗主題。 因為創業行為與一般日常坐臥起行之行為相較，其動機的表現度，在人格上，在評估計算上，在回應外在環境的壓力與刺激上，都要強烈許多，檢驗效度相對較高。 個案選擇是以 — 「電熱」門外漢如何跨行新創事業的創業行為為研究對象。個案實證研究現： 創業是創業家社會資本存量的互補性投資，而該互補性投資可以納入馬斯洛動機理論之需求階層之效用序列。創業行為因此可證為創業家極大化個人效用的選擇，而排除與就業兩個方案間的選擇。 經此驗證，結合心理學家馬斯洛的需求階層理論和經濟學家貝克的擴展性效用函數之模式，提供了對動機強烈之選擇行為的另一個評估模式。此為本研究之心得。

The purpose of this study is an attempt to explain the internality of choice behavior by using the combination of two theories－the Extended Utilities Function presented by the economist Garry S. Becker, and the theory of Human Motivation proposed by the psychologist Maslow. In his theory, Becker applies the concept of endogenous preferences in the stable traditional economic assumption about preferences, which causes the personal utility function to extend. Consisting of kinds of human capital－ personal capital and social capital－ the endogenous preference itself is the function of personal and social capital. According to Becker, the “complementary investment” is a complementary choice of a person’s social capital. It will be changed considerably with only slight change of social capital or endogenous preference. Thus, Complementary investments are the function of social capital. This study is trying to arrange Maslow’s motivation theory of hierarchy needs—“physiology”, “safety”, “love and sense of belonging”, “esteem”, and “self-actualization” －as the ordinal utilities of the complementary investments. Furthermore, entrepreneurship is designed as the subject to test the combined model. Compared with the motivation manifested in ordinary life behavior, the motivation people show when they face entrepreneurship is much more stronger, especially on external stress and stimulation. The subject of the case study is a man who is an outsider of an electro- heating business. The aim is to discover how the outsider initiates a new business. Some results are found from this study: Entrepreneurship is the complementary investment of the entrepreneur’s social capital. This complementary investment can apply Maslow’s motivation theory of hierarchical needs to an ordinal of utility. Therefore, the behavior of initiating a new business can be proved as the entrepreneur choosing to maximize his utility, which excludes the alterative choice of employment. The results also suggest that the model which combines Maslow’s hierarchical needs theory and Becker’s extended utilities function theory can serve as an alternative in evaluation the choice behavior with high motivation.