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Web of Proceedings - Francis Academic Press

An Experimental Study on the Buffering Mechanism of College Students' Entrepreneurial Failure from the Perspective of Customer Loyalty

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DOI: 10.25236/icited.2021.016


Yuju Wu, Yongjun Kang, Yi Liu, Wenquan Ling, Weisheng Wu, Yunping Chi, Haijing Wu, Wanting Zhang, Jilin Li, Zhen Lei, Wenjie Liang

Corresponding Author

Yuju Wu


Since the “mass entrepreneurship and innovation” was put forward, the innovation and entrepreneurship activities of college students have gradually become the new focus of social development. However, problems such as insufficient practical experience also make college students encounter many difficulties in innovation and entrepreneurship. Especially under the attack of the epidemic this year, uncertain and unstable factors are increasing, the problem of entrepreneurial failure has attracted great attention from all sectors of society. Th research results related to “mass entrepreneurship and innovation” mainly focus on the education model of “mass entrepreneurship and innovation” in colleges and universities and the cultivation of “mass entrepreneurship and innovation” ability of college students. There are few in-depth demonstrations from the perspective of customer loyalty of “mass entrepreneurship and innovation” products. Based on this, the project team focused on the customer loyalty of college students' mass entrepreneurship and innovation products, used experiments and questionnaires as the main research methods, and collected valid data from 505 college students online. The data analysis adopted descriptive statistics, correlation analysis, partial correlation analysis, crosstab analysis, correspondence analysis, independent sample T test, hierarchical regression analysis and other methods to gradually model, and obtain the following results: “perceived quality”, “perceived value”, and the mediating effects of “brand image” have all been tested, and the situational moderation effect is relatively obvious. In both scenarios, the brand image, perceived value, and perceived quality all had a positive impact on loyalty, but the coefficient changes before and after the situation changes. However, the influence of customer expectations on perceived quality shifted from positive to negative. The correct positioning of the brand image and the high experience of perceived value could well stabilize customer loyalty in risk situations. Finally, the project team put forward countermeasures based on the above conclusions on the three levels of the government, entrepreneurship and innovation teams and schools.


Customer loyalty; Situational simulated method; College students; Mass entrepreneurship and innovation