摘要
摘要
近年来，社会创业在国内快速兴起。受西方慈善思想的影响，澳门慈善事
业与公益文化具有一定发展基础，特色鲜明，因此有必要分析这种区域慈善文
化下的社会创业情感决策与行为。其中，创业者的情感依附是启动社会创业行
为的有效条件，提升创业者的情感依附能力是促进社会创业行为的重要手段之
一。但已有研究对情感依附与社会创业行为的关系如何获取社会创业认同缺少
深入的探讨。理论上，有必要探讨情感依附如何影响社会创业行为，并分析其
边界条件。
本文基于情绪即社会信息理论，探讨情感依附如何影响社会创业行为和边
界条件。首先，构建起情感依附、社会创业认同、义工文化和社会创业行为的
理论模型。然后，以澳门社会创业参与人群为调研对象，透过问卷调研的方式，
共发放了338份有效问卷，运用统计方法分析软件得出如下结果：（ 1）情感依
附对社会创业行为具有正向影响作用；（2）情感依附对社会创业认同有正向影
响作用；（3）社会创业认同在情感依附与社会创业行为之间具有中介效应；（4）
义工文化在社会创业认同与社会创业行为之间具有调节效应。
结合这些研究结果，本文进一步阐述了情感依附与社会创业行为两者之间
的关系，以及义工文化的调节效应，提出促进社会创业行为具体策略，因此丰
富了社会创业理论研究。
本文基于澳门社会文化情境，率先从情感依附视角研究社会创业行为，并
从企业与社会等方面提出社会创业的策略，因此拓展了国内社会创业领域的研
究视角。同时，也有助于学者和创业者对创业情感决策这一领域予以重视，通
过加强情感管理，推动激情创业与社会创业行动，有一定的借鉴意义与管理启
示。
关键词：情感依附；社会创业认同；义工文化；社会创业行为
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Abstract
Abstract
In recent years, social entrepreneurship has emerged rapidly in China. Influenced
by Western philanthropy thought, Macao's philanthropy and public welfare culture
have a certain development foundation and distinctive characteristics. Therefore, it is
necessary toanalyzethe emotionaldecision-making andbehaviorof social
entrepreneurshipunder thisregionalphilanthropy culture.Among them,the
emotional attachment of entrepreneurs is an effective condition for initiating social
entrepreneurship, and improving the emotional attachment of entrepreneurs is one of
the important factors to promote social entrepreneurship. However, the existing
research lacks in-depth discussion onhow the relationship between emotional
attachment and social entrepreneurial behavior obtains social entrepreneurial identity.
In theory, it isnecessary to explore how emotional attachmentaffects social
entrepreneurial behavior and analyze its boundary conditions.
This paper explores how emotional attachment affects social entrepreneurial
behavior and boundary conditions based on emotion as social information theory.
First, a theoretical model of emotional attachment, social entrepreneurial identity,
volunteer culture and social entrepreneurial behavior is constructed. Then, a total of
338 valid questionnaires were issuedby questionnaire survey, and the people
involved in social entrepreneurship in Macao were taken as the research objects.
Statistical analysis software were used to conduct reliability and validity analysis,
factor analysis and correlation analysis on relevant scales, and further verify the
research hypothesis in this paper. The resultsare as follows : (1) Emotional
attachment has positive influence on social entrepreneurship behavior; (2) Emotional
attachment has positive influence on social entrepreneurship identity; (3) Social
entrepreneurship identityhas amediating effecton the relationshipbetween
emotional attachment and social entrepreneurship behavior; (4) Volunteer culture has
a moderating effect on social entrepreneurship identity and social entrepreneurship
behavior.
In this paper, based on the results of the study, the relationship between
emotional attachment and social entrepreneurship behavior, as well as the moderating
effectofvolunteerculture,proposesspecificstrategies topromotesocial
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