Research on the Influencing Factors of College Students’ Live Streaming Entrepreneurial Intention
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Abstract
This study used quantitative research to explore the factors influencing college students' intentions to engage in live-streaming entrepreneurship, focusing on the roles of perceived entrepreneurial skills, school support, external environment perception, perceived competency, and perceived value. Employing a purposive sampling method, data were collected from participants of the 2023 China International College Student Innovation and Entrepreneurship Competition, yielding 392 valid responses, and SPSS and AMOS were used to analyze the data. The findings reveal that students' perceptions of their entrepreneurial skills and the support received from educational institutions significantly affect their perceived competency and the value they attribute to entrepreneurial endeavors. Additionally, the external environment's perception was found to influence perceived value, which, along with perceived competency, positively impacts entrepreneurial intentions. The study also highlights the mediating roles of perceived competency and perceived value in transforming perceptions into entrepreneurial intentions. These insights underscore the importance of fostering an ecosystem that enhances students' skills, confidence, and valuation of entrepreneurship
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