Analysis on the Factors Affecting Online Entrepreneurial Willingness Among College Students Based on TPB Model

SSR

Scientific and Social Research

2661-43322981-9946

Bio-Byword Scientific Publishing Pty. Ltd.

10.26689/ssr.v4i8.4256

Article

Analysis on the Factors Affecting Online Entrepreneurial Willingness Among College Students Based on TPB Modelhttps://artdesignp.com/journal/SSR/4/8/10.26689/ssr.v4i8.4256ChenShaohong,DaiLingling

2022

2022-08-25

College students from five private colleges and universities in Guangdong Province were selected as the research subjects. By using entrepreneurship education as a variable in the theory of planned behavior (TPB) model, a relationship model was constructed based on the influencing factors of intention of participating in online entrepreneurship among private college and university students. Then, the mechanism of entrepreneurial attitude, subjective norm, perceived behavior control, and entrepreneurial education on online entrepreneurial willingness were analyzed. Results show that the standardized path coefficients of entrepreneurial attitude, subjective norm, perceived behavior control, entrepreneurial education and online entrepreneurial intention are as follows: 0.251, 0.239, 0.163 and 0.244, respectively, showing a significant positive impact on online entrepreneurial willingness.

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