창업 동기가 제품 혁신에 미치는 영향: 창업 후 3년까지의 초기창업기업을 대상으로

[Purpose]This study empirically analyzed the correlation between the entrepreneur’s entrepreneurial motivation and product innovation for startups up to 3 years after establishment. It proved that opportunity－ and pull－entrepreneurship have a positive(＋) relationship with product innovation. [Methodology]An online survey was conducted twice for 3 months for startups selected for the central government startup support project in 2024 and analyzed using SPSS 29.0. AMOS 26.0. In addition, Harman's Single Factor Test and logistic regression analysis were performed to prevent the “common method bias” phenomenon and to process categorical dependent variables. [Findings]It was found that entrepreneurial motivation and product innovation are closely related. Among the 7 entrepreneurial motivations, entrepreneurial thinking and behavior, securing future profitability, and unemployed status before starting a business were found to have a positive (＋) relationship with product innovation. [Implications]The entrepreneurial motivation of opportunity－ and pull－ entrepreneurship, which have been insufficiently studied so far, has been proven to be a very important factor in product innovation of startup companies in their early stages. In addition, a unique implication is that entrepreneurs who were unemployed before starting a business were very active in product innovation due to their characteristic of trying to innovatively utilize limited resources.