The Analysis Of Potential Penetration & Development Of Alipay In China Using Combination Of Sor, Tam And Tpb Model

Aobo Yang, Chai Ching Tan


This study validates the application of the theory of planned behavior by intercepting situational (environmental) and personal factors to influence students’ entrepreneurial intentions. While TPB in entrepreneurial intentions has been widely acknowledged and attempted, but gaps still exist in terms of how the TPB variables are explained in their roles towards entrepreneurial intentions, and in particular, mediating roles of perceived behavioral control through self-efficacy and personal attitude are relatively unfound in the extant literature. Situational factors constituting of both curriculums and subjective norms are studied, while occupational challenge mindset is explored for indirect impact on entrepreneurial intention mediated through personal attitude. Sampling was drawn from the student population currently enrolled at Mae Fah Luang University, one renown public university in Chiang Rai. The university is chosen for its strategic focus in entrepreneurship and offering of wide ranges of subjects such as in Chinese medicine, cosmetics, Chinese language studies, and business majored students. Methodologically, both hierarchical multiple regression and structural equation modeling (SEM) methods would be used, which provide statistical evidences for the adapted and extended TPB framework.

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