Students Venture Cognitive Mechanism

Currently, college students'employment has become a difficult serious social problem; innovative undertaking may be an effective way to solve this problem. In order to promote students to do this, the state published a number of supportive policies, and enterprise education has been carried out gradually by university. However, current enterprise education is basically to teach entrepreneurial knowledge or to support the business venture project, failed to grasp the core of college student's innovation--cultivate students'entrepreneurial psychology. According to entrepreneurial cognitive theory, we try to reveal the cognitive mechanisms of students who start a new business, to explore the entrepreneurial cognitive skills which common can learn, and in order to provide the theoretical basis for the implementation of enterprise education in college.In this study, subjects compose of students who start a new venture and the college. We mainly explore the cognitive mechanisms of entrepreneurial opportunity recognition and the risk decision by interviews, situational tests, self-report tests and other methods. As a result, we have following conclusions:1. For entrepreneurial awareness, prior knowledge, students who start new business are significantly higher than the college students, and the difference of opportunity recognition was not significant. Awareness of entrepreneurship among university students have significant direct influence in opportunity recognition, and it as the mediating variables when prior knowledge affect the opportunity recognition process.2. In entrepreneurial students group, prior knowledge have significant main effect for opportunity recognition, while the entrepreneurial awareness was not significant; By contrast, in the general group, entrepreneurial awareness was significant main effect in opportunity recognition process while prior knowledge was not significant.3. In three risk situations, there was a significant difference between two groups'risk decision-making, and the ratio of risk taking in entrepreneurial students were greater than the ratio of general students; further analysis of entrepreneurial experience, and risk situations effect the risk decision-making process, suggesting that the two factors were significant influence risk decision-making of university students.4.Entrepreneurial self-efficacy of students who taking a new venture was significantly higher than the college students'; Only in risk scenario 1, the opportunity perception for entrepreneurial students was significantly higher than the college students; and in other risk situation, the difference of opportunity-threat perception in both groups was not significant5. In risk situation1,2, the students'ESE affected risk decision-making significantly, while in the risk situation 3, effect was not significant; furthermore, the opportunity- threat perception of subjects was not significant influence the result of risk decision-making in all three risk situations.6, In three situations, students opportunity identify was a significant predictor for opportunity perception, but the opportunity recognition couldn't significantly predict the result of risk decision-making. Meanwhile, the intermediary role of opportunity perception was not significant.