엔터테인먼트 산업의 기업가 정신 : 마케팅 효능감과 창업의지

Self-eficacy and entrepreneurial self-eficacy on the positve efects of entrepreneurial intention are wel developed in past research but marketing self-eficacy, linked to the competencies of marketing field and is closely related to self-eficacy and entrepreneurial self-eficacy has not received enough atention on the prediction of start-up intention despite marketing and entrepreneurship are crucial when creating a start-up. Moreover, there have ben several empirical studies but, most of the previous studies have focused on university students majoring in busines and economics. Therefore, there is stil litle understanding of the efect of marketing self-eficacy on start-up intention. The purpose of this study then was to investigate the efect of marketing self-eficacy on start-up intention for colege students majoring in entertainment-related studies. Questionaires were employed to colect data from thre universites in Korea. A total of 120 completed questionaires were returned. Logistic regresion analysis was used to test the hypothesis. The results indicate that marketing self-eficacy was positvely and significantly related to start-up intention. The results of this study empiricaly confirmed that university students majoring in entertainment-related studies with high marketing self-eficacy are more likely to desire to create a start-up. These results sugest theoretical and practical implications.