个体风险倾向的差异并不能完全解释不同群体面对同等情境下所做出的风险决策行为,创业者的风险认知情况对风险决策反应的作用具有更强的解释力。当个体感知到的风险较多时,往往会做出规避风险的行为;而当个体感知到的风险较小时,往往会寻求风险。决策者了解风险决策中的认知心理因素,有利于提高风险决策的有效性。 Differences in individual risk tendencies do not fully explain the risk-decision behavior of different groups in the face of the same situation. The cognition of risk perception of entrepreneurs has a stronger explanatory power on the role of risk decision-making. When individuals perceive more risks, they often make risk-averse behaviors, while individuals tend to seek risks when they perceive less risk. Understanding the cognitive psychology of decision-makers in risk decision-making helps to improve the effectiveness of risk decision-making.