Entrepreneurial Decision On Risk Perception: Entrepreneurrial Self-Efficacy As Moderator Variables

Entrepreneurship is showing a closer relationship with economic production and employment in developed and developing countries. Entrepreneurship brings technology renovation, organizational breaking-through, provides new products and services to society, and act as a major power for social and economic development.In reference to abundant documentation, this paper is in study of risky entrepreneurship activities of the entrepreneurs from a pro-psychological view by means of qualitative analysis and quantitative analysis, as well as questionnaire survey and statistical test.In refer to entrepreneurship activities, we can reach a deduction based on the expectancy effect theory: If a individual senses the high risk of creating business, he or she will withdraw from it. But the reality always shows a contradiction situation, that even if the individual senses the high risk, he or she still devotes into the business-creation activities. This is apparently opposite to the expectancy effect theory. Why when the risk, uncertainty and obstacles one senses are the same, some individuals choose to create business, while the others are not?In solve the above question, this paper introduces entrepreneurial self-efficacy as adjusting variable to construct theoretical model based on reality and research of plenty reference documents. The investigation is done by questionnaire survey and the data is studied in ways of correlation analysis, cluster analysis and regression analysis etc. to determine the influential effect which the risk perception gives to the entrepreneurial decision-making under the multiple dimension interferences of entrepreneurial self-efficacy. And prove every assumption this paper projects. Therefore reaches a conclusion.