A REVIEW ON MEASURING ENTREPRENEURS' SOCIAL BEHAVIOUR VIA SPATIAL ANALYSIS TECHNIQUES

Abstract. This article reviews the subject of entrepreneur with a focus on the components of the entrepreneurial personality traits that are reflected in entrepreneur behaviour. Human behaviour receives a warm welcome in social psychology for examination and measurement of individual social behaviour. There are a number of tools to measure human behaviour in social science such as Likert scale, Indices, Social Network Analysis, E-scan and lastly most popular Big Five Factor Model. In entrepreneurship, entrepreneur’s personality can be reflected in their action, activity, and behaviour in certain space such as traveling to find raw resources in certain distance or their decision on size of the shop. Using in-depth observation and examination of this behaviour, there are several spatial elements that could lead to the possibility in implementing spatial measurement in entrepreneur behaviour. However, there is a scarcity of research and implementation of the spatial measurement on entrepreneur behaviour, even though it is already acknowledged that space influences human behaviour and vice versa human behaviour has an impact on space. Thus, this article aims to highlight the possibility of implementing spatial measurement in entrepreneur behaviour and current exploration of spatial measurement for human behaviours.