Individual psychology as component of entrepreneurial Process: The Cognitive Perspective Contribution of the New Venture Creation among E-Commerce Entrepreneurs in Malaysia

: Studies on entrepreneurs as one of the main components contributing to entrepreneurship
particularly for new venture creation processes, has been widely highlighted by previous researchers. An
entrepreneur is the main actor in entrepreneurship based on how they think and make decisions. Most previous
researchers studying the cognitive aspects of the entrepreneur have looked at the process of creating new
ventures in general, but research focusing on creating e-commerce businesses has not been investigated much
at all. The aim of this study is to identify how the role of cognitive characteristics of e-commerce entrepreneurs
has contributed to the creation of new e-commerce businesses in Malaysia. This research uses a case studies
approach in which data was collected by interviewing a total of twelve e-commerce entrepreneurs from May
2013 until December 2014. The findings of this study have found the contribution to the creation of new
businesses by cognitive entrepreneurs in e-commerce in Malaysia is based on personal background (i.e.
education, family) and experience in a previous work & business that facilitates their creation of new
businesses. Therefore, the government's role in encouraging entrepreneurial activity in the country needs to
emphasize elements of entrepreneurs’ cognitive ability in order to enhance the economic development of the
country through the emergence of new business in e-commerce in the future