Research On The Incentive Factors Of Entrepreneurial Intention And The Interactive Effects Based On The Theory Of Planned Behavior

This paper analyzed the incentive factors of entrepreneurial intention and the interactive effects based on the theory of planned behavior (TPB). For one thing, we built up a complete TPB framework after sorting a number of current researches; and then proposed some related hypothesis which had been tested empirically afterwards. We finally collected 391 questionnaires in four business schools of China and Germany, and based on these samples, we tested the proposed hypothesis with the method of multiple-regression. The primary conclusions are listed as follows: people who keep positive attitude towards autonomy have higher entrepreneurial intention; people who keep positive attitude towards financial security have lower entrepreneurial intention; people who have stronger perseverance, entrepreneurial alertness or self-efficacy have higher entrepreneurial intention; the subjective norm is positively related to entrepreneurial intention when people are asked to choose between start up or find a job under their status quo. This paper sorted and analyzed related researches in the field of entrepreneurial intention, and spotted a series of conflicts. We believe the reason that caused these conflicts is the ignorance of the interactive effects between factors. So, we proposed some hypothesis and try to test them with the collected samples. Some conclusions are claimed in this research: during the stage of generation of EI, attitude factor and PBC factor have negative interactive effect on the entrepreneurial intention; however, this negative interactive effect is not significant during the process of EI transferring to realistic entrepreneurial activities; and the hypothesis that subjective norm has the moderating effect on the relation between self-efficacy and EI is not supported in this paper, which requires further researches in the future.Based on the conclusions above, this paper proposed some suggestions for the entrepreneurial education. The contents of current entrepreneurial courses can be divided into five levels according to Johannisson(1991)'s research: 1. Know-why (attitudes, values, motivations); 2. Know-how (abilities and skills); 3. Know-who (social skills); 4. Know-when (intuition); 5. Know-what (knowledge). These 5-level contents would stimulate attitude factor and PBC factor respectively. Meanwhile, we could divide the students into 3 groups: 1. High attitude/low PBC; 2. Low attitude/high PBC; 3. Low attitude/low PBC. Based on the classification, we proposed a course design system, which could arrange courses and contents in accord with the characteristics of students.