摘要
创业风险感知是准创业者对即将进行的创业活动中的各种损失及创业收益间平衡关系的心理表征。基于认知视野,创业风险感知与风险偏好、控制错觉和启发式有关,认识并评估这些因素的作用方向及大小,对引导准创业者合理感知创业风险具有积极意义。
The entrepreneurial risk perception is quasi entrepreneurs＇ mental representation of the uncertainty, failure possibility and loss degree in entrepreneurial activity. On the cognitive perspective, entrepreneurial risk perception has relationship with risk preference, illusion of control and heuristic method. Knowing and evaluating the direction and size of these factors has positive significance for guiding the quasi entrepreneurs to rationally perceive risk.
出处
《华北水利水电学院学报（社会科学版）》
2014年第4期142-144,共3页
Journal of North China Institute of Water Conservancy and Hydroelectric Power(Social Sciences Edition)
关键词
创业
风险感知
认知因素
carve out
risk perception
cognitive factors
