Research on Entrepreneurial Intention of College Students Under the Background of Platform Economy

Abstract

The paper reviews the influence of platform economy on the entrepreneurial intention of college students in recent years, and summarizes the factors and mechanisms that affect the entrepreneurial intention of college students under the background of platform economy. Based on the technology acceptance model and the theory of planned behavior, many studies suggest that perceived ease of use, perceived usefulness, entrepreneurial attitude, subjective norms, and perceived behavior control may affect college students' entrepreneurial intention. To encourage college students to participate in platform economy entrepreneurship, educators and policymakers need to pay attention to improving college students' perception of the ease and usefulness of starting a business using digital platforms, cultivating their positive entrepreneurial attitudes, and improving their perceived behavioral control. This may be achieved by providing entrepreneurship education and training, as well as creating an environment that encourages self-drive and self-control.