| Entrepreneurship failure stigma is a negative attitude towards entrepreneurship failure, this attitude will affect people’s enthusiasm of the business. According to attitude including cognition, emotion and behavior, is it also said that implicit stigma of entrepreneurship failure including three ingredients ? What the status of modern students’ entrepreneurship failure stigma ?Will implicit stigma of entrepreneurship failure affect the following entrepreneurial intention ? These problems are what the paper is to research. The paper also discusses the status of implicit stigma of entrepreneurship failure in colleage students and its related problems through combining experimental method and questionnaire method. First of all, We select experimental materials of implicit stigma of entrepreneurship failure according to make open questionnaires among colleage students; Secondly, discussing the effect of implicit stigma of entrepreneurship failure and analysing the relationship between explicit and implicit stigma; In the end, analysing the effect of entrepreneurial intention on implicit stigma of entrepreneurship failure whether regarding self-esteem as regulating variable. The conclusions of this study are as follows:(1) The attribute words and concept words selected in the experiment of implicit stigma of entrepreneurship failure are well representative, and the IAT of self-designed implicit stigmas of entrepreneurship failure has a good validity.(2) College students have significant effect of implicit stigma on entrepreneurship failure, that is at the implicit level the college students have significant negative cognition on entrepreneurship failures, and accompanied by obvious negative emotional experience by showing a significant tendency of discrimination, and it also shows that implicit and explicit stigmas of entrepreneurship failure are separated.(3) Self-esteem has an obvious regulating effect between implicit stigma of entrepreneurship failure and entrepreneurial intention(beta = 0.034, p < 0.05). |
