Research on Innovation Behavior and Performance of New Generation Entrepreneur Based on Grounded Theory

In China, new generation entrepreneurs are gradually becoming the main force of intergenerational inheritance. New generation entrepreneurs have different educational background, growth experience and personality characteristics from the old generation entrepreneurs. They are endowed with the historical mission of an innovative generation. Therefore, it is of great significance to reveal the key factors influencing their innovative behavior and find out how to inspire their innovative behavior. Based on grounded theory and in-depth interviews, this study used NVivo 11 to deal with the recording materials. After a series of steps including open coding, spindle coding, selective coding and theoretical saturation test, it constructed a theoretical model of innovative behavior and innovative performance for new generation entrepreneurs. The purpose of this study was to improve the theory of entrepreneur innovation behavior and provide guidance for government to cultivate innovative spirit and innovative ability of new generation entrepreneurs. The research showed that: (1) New generation entrepreneurs’ personal traits and educational background affect their perceptions of innovation. (2) Risk awareness, understanding of innovation content and social capital would influence innovation behaviors. (3) Innovation behaviors further lead to changes in organization performance. Therefore, government should provide more opportunities for new generation entrepreneurs to widen their knowledge, social resources and innovation environment.