SME ENTREPRENEURSHIP CHARACTERISTICS AND SUSTAINABLE EMPLOYEE PERFORMANCE IN THE CHINESE TOYS SECTOR
DOI:
https://doi.org/10.14456/aisr.2025.28Keywords:
Entrepreneurship Characteristics, Employee Performance, SMEs, Toys Industry, Sustainable BusinessAbstract
This study examines how entrepreneurship features in Small and Medium Enterprises (SMEs) influence sustainable employee performance, focusing on toy SMEs in Zhejiang, China. Utilizing the Theory of Planned Behavior and Social Identity Theory, the research examines the impact of entrepreneurial traits on both entrepreneurial intention and employee performance, as well as the moderating effects of employee demographics. Employing a quantitative design, data from 412 employees in Zhejiang's toy SMEs were analyzed using Structural Equation Modeling (SEM). The findings reveal that entrepreneurial traits have a positive impact on entrepreneurial intention, which in turn enhances employee performance. Gender and years of service were found to moderate the relationship between entrepreneurial intention and performance. This research enriches the theoretical understanding of entrepreneurship characteristics, entrepreneurial intention, and employee performance, providing practical insights for toy enterprises to enhance human resource management and promote sustainable business practices. It anticipates an annual growth rate of 4.59% from 2025 to 2029.
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Copyright (c) 2025 Yuhui WANG, Chanchai BUNCHAPATTANASAKDA
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