Research On The Influence Of College Students' Risk Proprnsity And Perception To Entrepreneurial Decision-Making Based On The Regulatory Focus Theory

Entrepreneurship is a risky activity with the unsatisfactory probability of success. As a special group, college students have a higher cultural level and quality. But because of their age, experience, knowledge and other reasons, the rate of entrepreneurial success is not high. With the high risky, Why do the college students choose entrepreneurship? It should be considered with entrepreneurial risk propensity and risk perception issues. Although there are many researches about the impact of risk propensity and risk perception to entrepreneurial decision-making, few of these studies based on this special group--college students.Based on the entrepreneurship theory, regulatory focus theory and cognitive psychology, relying on the existing business theory, the paper combines the concepts promotion focus and prevention focus and takes the college students for respondents to analyze the influence by the promotion focus and prevention focus to risk propensity and risk perception, then to the entrepreneurial decision-making. It is discovered that the prevention focusing guidance has the remarkable influence to the risk propensity, but promotion focusing guidance affects the risk perception obviously. Meanwhile, this research also discovers that the risk propensity and the risk perception may obviously affect the entrepreneurial decision-making, but the risk propensity does not have the remarkable influence to the risk perception.The paper summarizes the conclusions of the study. According to this, it discusses the progress achieved in the theoretical and practical implication. Then the paper makes an objective analysis about the limitations and problems to be further carried out.In practice, although many countries have taken many measures in terms of policy and environment, there is a certain gap between the students'entrepreneurial intention and the actual behavior with the society expectations. That requires further understanding of the factors impacting students'entrepreneurial decision-making behavior. In addition, as an individual, the qualities among college students are different. If making in-depth study and comparative analysis, there will be an optimization to college students'knowledge structure, cognitive level and overall quality, and it will make the target training possible. It also provides a theoretical basis to avoiding the blindness of the future university education reform and improving policies effectiveness to encourage college students to venture.