Subjective norms and entrepreneurial intention: A moderated-serial mediation model

PURPOSE: This study aims to clarify the effect mechanism of subjective norms on entrepreneurial intention. The results how contribute forming start-up intention are inconsistent and unclear, which is notable in previous research. By integrating theory planned behavior self-efficacy, we investigate whether self-efficacy attitude toward entrepreneurship serially mediate relationship between start a business. In addition, this examines moderate role education serial indirect via entrepreneurship. METHODOLOGY: utilized sample 958 master’s students Vietnam moderated-serial mediation model Confirmatory factor analysis (CFA) was carried out check reliability validity scales. Then, SPSS PROCESS macro developed by Hayes employed test research model. Specifically, Model 6 used examine 84 implemented education. FINDINGS: found that significantly norms’ Especially, reveal significant played fully mediating negatively moderated IMPLICATIONS: further education, therefore, contributing narrowing gap relationship. Besides, our provides several implications for governments policymakers promote finding indicates an important promoting Therefore, should take some actions culture, such as strengthening propaganda activities image successful entrepreneurs, praising businesses entrepreneurs who society, giving evidence their contribution development country. Promoting culture may increase peer group pressure potential thus enhancing ORIGINALITY AND VALUE: expects better understanding explain explores Additionally, demonstrates weakens