반기업정서와 공공매체를 통해 접한 역할모델이 창업의도에 미치는 영향

Abstract

Entrepreneurial intention is a core element of entrepreneurial activity, and its importance has been increasingly highlighted. However, existing studies have mainly been limited to individual personality and psychological factors. In response to this research gap, our study delves deeper into the environmental factors affecting entrepreneurial intention. Specifically, we examined the influence of negative attitudes towards companies and role models encountered through public media on entrepreneurial intention. Also, this study investigated the moderating role of entrepreneurial orientation on entrepreneurial intention. For our analysis, we employed data from the ‘2022 Korea National Entrepreneurship Survey(Individual)’ conducted by the Korea Entrepreneurship Foundation, recognized as official national statistics. The results confirmed that negative attitudes towards companies negatively influence entrepreneurial intention, whereas role models from public media and entrepreneurial orientation have a positive impact. Moreover, entrepreneurial orientation significantly alleviates the negative effect of negative attitudes towards companies on entrepreneurial intention. However, the moderating effect of entrepreneurial orientation on the relationship between role models from public media and entrepreneurial intention was insignificant. This research contributes to existing research on entrepreneurial intention and provides valuable guidelines for aspiring entrepreneurs, entrepreneurship educators, and policymakers.