Abstract:

Along with the increasing support from our government, more and more new businesses are emerging, but the failure rate of these new businesses is very high. Sustaining subsequent entrepreneurial intention after encountering a failure in entrepreneurship is a realistic problem that needs to be solved urgently. A few methods including transverse survey, longitudinal comparison and scene simulation will be discussed in this project. Mediated moderation effect of achievement goal orientation and self-compassion in the relationship between the entrepreneurial failure and subsequent entrepreneurial intention will be analyzed.In addition,the multiple mediating effects of social comparison,learning from entrepreneurial failure and entrepreneurial self-efficacy in the relationship between entrepreneurial failure,and subsequent entrepreneurial intention will also be analyzed. This project has important theoretical significance according to the above design.Entrepreneurs can be guided to learn from suitable role models through upward social comparison in the practice, this help stimulate entrepreneurs to start new businesses again. Moreover, entrepreneurs can be induced to escape from negative emotion by self-compassion intervention,and increase the intention to run a company again, So the results of this project research will have critical practical significance.Social comparison and self-compassion intervention research has distinctive Chinese culture features.

Key words: entrepreneurial failure, learning from entrepreneurial failure, subsequent entrepreneurial intention, social comparison, self compassion