Regulatory Fit Effect In The Entrepreneurial Risk Decision-making

Risk decision-making refers to the decision-making of the decision-maker who chooses the optimal s olution when the probability of future events can be estimated or predicted.It is also a decision that the decision-making process and the consequences of decisions are objectively uncertain.The so-called entre preneurial risk decision-making is the individual risk decision under the entrepreneurial situation.According to the regulatory fit theory,promotion focus individual prefers enthusiastic-approach behavi or strategy,while prevention focus individual prefers vigilance-avoidance behavior strategies.Adjusting the Regulatory Fit effect will make the individual have a sense of "right"nd an experience of importance to the present behavior,thus strengthening the individual's behavioral motivational intensity,improving ind ividual's task performatnce,enhancing individual emotional experience intensity,making the individual mor e polarized to the evaluation of its current activities.Moreover,the adjustment of the regulatory fit effect can have a wide impact on the individual's psychological experience,decision-making behavior and eval nation attitude.Many studies have focused on the relationship between regulatory orientation and risk decision maki ng.Therefore,it is of imnovative value to introduce Higgins(2000)'s regulatory fit theory based on regul ation focus theory into decision-making.This study explores the regulatory fit effect in entrepreneurial risk decision-making through four expe riments:(1)The effect of the regulatory fit effect achieved by the trait regulatory focus and the profit-loss framework on entrepreneurial risk decision-making;(2)The effect of the regulatory fit effect achieved by t he situational regulatory focus and the profit-loss framework on entrepreneurial risk decision-making;(3)Th e effect of regulatory fit on entrepreneurial risk decision-making and entrepreneurial ambiguity decision-m aking;(4)The effect of regulatory fit on entrepreneurial risk decision-making and entrepreneurial deferral decision-making.The results suggested that:(1)the trait regulatory focus and profit-loss framework can achieve th e regulatory fit,and the regulatory fit effect has a significant impact on the individual entrepreneurial risk decision-making.Compared with the regulatory not fit individuals,the regulatory fit individuals are more risky in entrepreneurial decision-making;(2)the situational regulatory focus and profit-loss framework ca n achieve the regulatory fit,and the regulatory fit effect has a significant impact on the individual entrep reneurial risk decision-making.Compared with the regulatory not fit individuals,the regulatory fit individ uals are more risky in entrepreneurial decision-making;(3)the regulatory fit eflfect achieved by the trait r egulatory focus and profit-loss framework is consistent with the regulatory fit effect achieved by the situa tional regulatory focus and profit-loss framework;(4)the promotion focus and the enthusiastic-approach behavior strategy can achieve regulatory fit,the prevention focus and the vigilant-avoidance behavioral st rategies can achieve regulatory fit.Compared with the regulatory not fit group,the regulatory fit group p refers entrepreneurial ambiguity decision-making in entrepreneurial risk decision-making and entrepreneuria 1 ambiguity decision-making;Compared with the regulatory not fit group,the regulatory fit group prefers entrepreneurial risk decision-making in entrepreneurial risk decision-making and entrepreneurial deferral d ecision-making.