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大学生的成就动机可分为追求成功和避免失败两种倾向,框架效应可分为积极框架和消极框架两种类型,大学生创业风险决策受这两个因素共同影响。根据这两个因素建立的基于成就动机和框架效应的大学生创业风险决策模型,可将大学生创业风险决策者分为积极规避型、消极规避型、积极冒险型、消极冒险型,分析每种类型的特点并针对不同类型提出建议。
The achievement motivation of college students can be divided into two kinds of tendencies of pursuing success and avoiding failure. The framework effect can be divided into two types: positive frame and negative frame. The decision-making of undergraduate venture risk is influenced by both of them. According to the decision-making model of entrepreneurial risk based on achievement motivation and framework effect, these two factors can be divided into positive avoidance type, negative avoidance type, aggressive risk type, negative risk type, analyze each type of Features and suggestions for different types.