Research From Cognitive Dissonance Model Of Entrepreneurial Willingness To Entrepreneurial Behavior

In the21st century, how to promote entrepreneurship has become a common problem valued by all countries. College students, as a social group with advanced professional cultural knowledge and young people’s own unique innovation spirit, should be the main force of the spring tide of entrepreneurship. However, the actual entrepreneurship rate of Chinese college students is not optimistic at present. Many students have entrepreneurial intention, but they take no entrepreneurial behavior. This entrepreneurship cognitive dissonance phenomenon that entrepreneurial behavior deviates from entrepreneurial intention has caused adverse effects to the entrepreneurial activity of Chinese college students. Based on the "intention-plan-behavior" path, the paper introduces the concepts of "entrepreneurial implementation plan","entrepreneurial self-efficacy", and "perceived social support", and discusses the inner mechanism between entrepreneurial intention and entrepreneurial behavior. The purpose is to interpret this dissonance phenomenon.Based on theoretical literature researching, we constructed a theoretical model, including the entrepreneurial intention, entrepreneurial implementation plan, entrepreneurial behavior, entrepreneurial self-efficacy and perceived social support. And based on the theory and literature researching, we deduced eight hypothesizes. Subsequently, a questionnaire survey of800students from several universities and colleges in Nanjing was conducted, and then we used SPSS and AMOS to deal with and analysis data. The conclusions are as follow: entrepreneurial intention has significant positive impaction on entrepreneurial behavior; entrepreneurial intention has significant positive impaction on entrepreneurial implementation plan; entrepreneurial implementation plan has significant positive impaction on entrepreneurial behavior; entrepreneurial implementation plan plays an mediating role between entrepreneurial intention and entrepreneurial behavior; entrepreneurial self-efficacy can’t carry on the adjustment to the relationship between entrepreneurial intention and entrepreneurial implementation plan, but entrepreneurial self-efficacy plays an moderating role between entrepreneurial implementation plan and entrepreneurial behavior; perceived social support can’t carry on the adjustment to the relationship between entrepreneurial intention and entrepreneurial implementation plan, but perceived social support plays an moderating role between entrepreneurial implementation plan and entrepreneurial behavior. Finally, based on the perspective of entrepreneurial intention, implementation plan, self-efficacy, and perceived social support, this paper raises some new advice for entrepreneurial management and education practice.