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大学生风险倾向与风险感知对创业决策的影响研究——基于规则聚焦理论.docx

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大学生风险倾向与风险感知对创业决策的影响研究——基于规则聚焦理论 Title:TheImpactofRiskPropensityandRiskPerceptiononEntrepreneurialDecision-makingamongUniversityStudents:BasedontheFocusTheoryofNorms Introduction: Entrepreneurshipplaysavitalroleindrivingeconomicgrowthandinnovation.Withtheincreasinginterestinentrepreneurshipamonguniversitystudents,itisessentialtounderstandthefactorsthatinfluencetheirdecision-makingprocess.Thisstudyaimstoinvestigatetheimpactofriskpropensityandriskperceptiononentrepreneurialdecision-makingamonguniversitystudents,usingtheframeworkoftheFocusTheoryofNorms. 1.RiskPropensityandEntrepreneurialDecision-making: Riskpropensityreferstoanindividual'stendencytotakerisksandtheirwillingnesstoacceptuncertainoutcomes.Entrepreneurialdecision-makinginvolvesevaluatingandmanagingrisksassociatedwithstartinganewventure.Individualswithhighriskpropensityaremorelikelytoengageinentrepreneurialactivities,astheyarecomfortablewithtakingrisksandseekingopportunities.Ontheotherhand,individualswithlowriskpropensitytendtoavoidordelayentrepreneurialpursuitsduetofearoffailureorloss.Therefore,riskpropensityisacrucialfactorthatinfluencesentrepreneurialdecision-makingamonguniversitystudents. 2.RiskPerceptionandEntrepreneurialDecision-making: Riskperceptionreferstoanindividual'ssubjectiveassessmentofthelikelihoodandseverityofpotentialrisks.Itinfluenceshowindividualsinterpretandrespondtoriskysituations.Inthecontextofentrepreneurship,riskperceptionplaysasignificantroleinshapingindividuals'willingnesstopursueentrepreneurialopportunities.Thosewithhighriskperceptionaremorecautiousandconservativeintheirdecision-making,astheytendtoperceivehigherrisksassociatedwithentrepreneurship.Conversely,thosewithlowriskperceptionmayunderestimatetherisksandbemorewillingtotakeentrepreneurialactions.Therefore,riskperceptionactsasacriticalfactorindeterminingtheextenttowhichuniversitystudentsengageinentrepreneurialactivities. 3.TheFocusTheoryofNorms: TheFocusTheoryofNormsprovidesatheoreticalframeworktounderstandtheinfluenceofsocialn