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Entrepreneurial passion is constantly considered a core driver of the entrepreneurial process. In reality, however, many passionate entrepreneurs still fail to persist in their ventures. Whether entrepreneurial passion negatively affects entrepreneurial persistence is not well known. The current study explores how entrepreneurial passion inhibits entrepreneurial persistence based on self-regulation theory. The moderating role of the perceived entrepreneurial institutional environment on the relationship is further investigated.

The study collected data from 200 entrepreneurs using a two-stage questionnaire. In the first stage, demographic information was obtained from the respondents, and their entrepreneurial passion, self-regulatory assessment mode and perceived entrepreneurial institutional environment were measured. Three months later, in the second stage, entrepreneurial persistence was evaluated.

The results show that entrepreneurial passion has a positive effect on self-regulatory assessment mode. Further, self-regulatory assessment mode negatively impacts entrepreneurial persistence and mediates the negative relationship between entrepreneurial passion and persistence. In addition, the greater the perceived level of the entrepreneurial institutional environment is, the weaker the positive association between entrepreneurial passion and self-regulatory assessment mode and the weaker the mediating effect of self-regulatory assessment mode on the relationship between entrepreneurial passion and entrepreneurial persistence and vice versa.

This paper clarifies the unknown negative effects of entrepreneurial passion, contributes to the theoretical relationship between the constructs of entrepreneurial passion and persistence and provides insights for decision-making by entrepreneurs, government and venture capital institutions.