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&e article uses virtual lending scenarios to study the influence of attribute frame effect on undergraduates’ loan decisions. &e results show that undergraduates have attribute frame effects in the three major areas of electronic products, life entertainment, and learning and training.&ere 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. &e experimental results show that the model’ classification accuracy is 72.65%.

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