创业融资决策领域与消费行为领域的感知风险对比分析

A Contrastive Analysis on Perceived Risk in the Field of Entrepreneurial Financing Behavior and Consumer Behavior

消费者的消费行为与创业者的融资行为在本质上是一致的。本文通过概括和总结创业融资领域的感知风险,并与消费行为领域的感知风险进行对比,得出彼此之间的相似性,进而建议可以尝试运用消费行为理论来解释创业融资决策行为。

Consumer behaviors are similar to entrepreneurs＇ financing behaviors in essence. By summarizing the perceived risk in the entrepreneurial financing field and comparing it to the perceived risk in the field of consumer behavior, we conclude that they are similar to each other, and we can try to explain entrepreneurs＇ financing behaviors with consumer behavior theory.