Exploring Entrepreneurial Intention On Knowledge, Entrepreneurship Family Culture, Migration Policies And Marketing Innovations: Mediating By Entrepreneurial Attitude

Abstract

The research explores entrepreneurial knowledge, family culture, marketing innovations, and attitudes affecting the entrepreneurial intention of undergraduate students in China. It is built based on the research gap of the previous studies, which had not constructed such a conceptual framework explaining the Influencing Factors of Undergraduate Students' Entrepreneurial Intentions with attitudes as the mediator. The research uses the Mixed-Methods Sequential Explanatory Design, including Partial Least Squares Structural Equation Modeling (PLS-SEM) and thematic analysis. The quantitative research raises evidence to support the seven proposed hypotheses, indicating that entrepreneurial knowledge, family culture, and marketing innovations are important factors affecting the entrepreneurial intention of undergraduate students in China, mediating by the entrepreneurial attitudes of the students. The qualitative research confirmed findings from the quantitative research with word cloud. Among the various factors influencing the entrepreneurial intention of undergraduate students in China, the most mentioned factor in the interviews is "family". Findings suggest useful recommendations with academic, policy, and practical contributions. Schools are recommended to offer entrepreneurial knowledge and have various marketing innovations promoting positive attitudes and the entrepreneurial intention of Undergraduate Students in China. Policymakers are recommended to have interactions with schools and families with various marketing innovations promoting positive attitudes and the entrepreneurial intention of Undergraduate Students in China. However, there are limitations in that the research had not considered differences among different groups of students, indicating that future studies could refer to more analytical methods to explore differences in the students' entrepreneurial intention and various factors related to their differences.