계획성향과 자기해석으로 확장한 계획된 행동이론을 이용한 창업 의도 예측: 한․중 대학생을 대상으로

[Purpose]The major purpose of this study is to provide useful insights for fostering youth start－ups by analysing the individual and social factors that influence entrepreneurial intentions of university students. [Methodology]This study adopts Ajzen’s theory of planned behavior and the analysis is based on survey data collected from university students in Korea and China. Korean students exhibit remarkably lower levels of entrepreneurial intentions than Chinese students. [Findings]The empirical analysis showed that attitude, subjective norms and perceived behavioral control have significant impacts on entrepreneurial intentions. Among the three determinants of intension, perceived behavioral control was the strongest predictor of intention, followed by behavioral attitudes. The impact of subjective norms on intention was moderated by self－construals which are individual level constructs of an individualism－collectivism cultural orientation. [Implications]Individual’s propensity to plan for both money and time turned out to have significant impacts on all the three predictors of entrepreneurial intention.