Focusing on entrepreneurial failure learning, from the cognitive level, this paper analyzes the impact of entrepreneurs'' entrepreneurial failure attitude on entrepreneurial failure learning and the moderating effect of entrepreneurs'' locus of control on the relationship between them, and explores the different effects of entrepreneurial failure learning on subsequent entrepreneurial intention and performance according to the experiential learning theory. Based on the questionnaire data of 106 entrepreneurs who have experienced entrepreneurial failure, the empirical analysis shows that there is a significant positive relationship between entrepreneurs'' positive attitude towards entrepreneurial failure and entrepreneurial failure learning, but the moderating effect of entrepreneurs'' attribution tendency is not significant verified; entrepreneurial failure learning has no positive impact on subsequent entrepreneurial intention is not significant, but significantly improves subsequent entrepreneurial performance. The conclusions enrich the research on the antecedents and outcome variables of entrepreneurial failure learning, and help to deepen the understanding of the value of entrepreneurial failure learning.