Will Observing Other People’s Entrepreneurial Failure Reduce Their Own Entrepreneurial Intention?

With the advent of employment difficulties of college students in China, our government implements a series of favored policy one after another for the sake of better promoting college student’s employment, with the expectation to achieve the goal of “building career to promote employment”. However, in recent time, though there is a promotion of rate of building career, failure rate is still high. Entrepreneurial failure refers to the career builders fail to achieve their own expectation, including the avoidable mistakes in the course of career building and the negative outcome resulted from adventurous behavior. Nowadays, a great many researchers have concerned the effects of entrepreneurial failure towards the entrepreneurial intention. This research brings into two variations of self-esteem and risk-taking propensity of previous researches, further discussing the relation between entrepreneurial failure and entrepreneurial intention.This research develops questionnaire of scene situation for measuring the entrepreneurial failure, combined with the relevant researches of entrepreneurial failure. This research adopts reference analysis, interview, questionnaire, self-esteem intervention of reflected best self exercise to discuss the relations among the entrepreneurial failure of others, self-esteem, risk-taking propensity as well as entrepreneurial intention. This research consists of three small parts, adopting a variety of statistical methods, such as the confirmatory factor analysis, relevant analysis, t test, variance analysis, regression analysis and Bootstrap test and so forth. From above, I make a conclusion as follows.Firstly, students have a significant difference in entrepreneurial intention when involving in gender, grade, major, entrepreneurial experience and the quantity of the relevant curriculum learning.Secondly, self-esteem has an outstanding moderating effect to the relations between the entrepreneurial failure and entrepreneurial intention. Those who have high self-esteem have a higher entrepreneurial intention than those do not do it when they observe the entrepreneurial failure of other people. While the lower ones have a lower entrepreneurial intention than those who do not observe it when they observe it.Thirdly, the self-esteem intervention of reflected best self exercise enables one’s the level of self-esteem to have a significant promotion. When their self-esteem was improved, their entrepreneurial intention will be higher when observing the entrepreneurial failures.Finally, during the research of the entrepreneurial failures towards the effects of entrepreneurial intention, self-esteem has a function of moderating between the entrepreneurial failure and risk-taking propensity. The mutual functions between entrepreneurial failure and self-esteem have influenced individual’s entrepreneurial intention mediated with risk-taking propensity, so as to have an model of mediated moderation.