사회문화적 맥락에서 자기주도성 및 사회적가치지향이 창업의도에 미치는 영향: 연령과 소득의 조절효과를 중심으로

This study examines how self-directedness and social value orientation influence entrepreneurial intention and investigates whether these relationships differ by age and income. Drawing on value-based and motivation-based theoretical frameworks, a research model was developed and empirically tested using survey data collected from 526 adults in Korea. Factor analysis, reliability analysis, multiple regression, and moderation analysis were conducted. The results show that self-directedness has a significant positive effect on entrepreneurial intention, indicating that self-regulatory capabilities—such as goal setting and autonomous action—serve as important psychological drivers in choosing an entrepreneurial career. In contrast, social value orientation demonstrates a negative effect on entrepreneurial intention, suggesting that individuals who highly value social responsibility and ethical norms may perceive greater risks and costs associated with entrepreneurial activities. Moderation analyses reveal that age and income significantly moderate the relationship between social value orientation and entrepreneurial intention. Among younger and lower-income individuals, the negative influence of social value orientation is attenuated, implying that contextual conditions shape how value-oriented predispositions translate into entrepreneurial intention. This study broadens the existing understanding of entrepreneurial intention by integrating psychological, value-driven, and demographic factors, and offers practical implications for designing tailored entrepreneurship support policies for younger and lower-income populations.