ARTICLE
Volume 8,Issue 8
25 August 2022
Analysis on the Factors Affecting Online Entrepreneurial Willingness Among College Students Based on TPB Model
Shaohong Chen ,
Lingling Dai
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1
Institute of Foreign Languages, Guangzhou Huashang College, Guangzhou 511300, Guangdong Province, China,
2
Library, Guangzhou Huashang Vocational College, Guangzhou 511300, Guangdong Province, China,
ssr 2022 , 4(8), 25–34;
https://doi.org/10.26689/ssr.v4i8.4256
Abstract
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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