Research on Influence of Attribute Frame Effect on Loan Decision of Undergraduate and Risk Assessment Model of Undergraduate Loan Behavior

The article uses virtual lending scenarios to study the influence of attribute frame effect on undergraduates’ loan decisions. The results show that undergraduates have attribute frame effects in the three major areas of electronic products, life entertainment, and learning and training. There is a significant difference between the positive frame and the negative frame; that is, they are more inclined to make loan decisions under the positive frame. According to the research results, the article designs a loan risk assessment model based on Kohonen neural network and conducts simulation experiments. The experimental results show that the model’ classification accuracy is 72.65%.