Research on the Influencing Factors of College Students' Entrepreneurial Intention under the Background of Internet Celebrity Economy

Abstract

As an emerging medium produced by the development of the Internet, online celebrity live broadcasting has been integrated into the daily life of young students by virtue of its own unique advantages, and has become an important factor affecting the employment concept of college students. The rapid growth of the Internet celebrity economy provides a new fulcrum for students' innovation and entrepreneurship, and plays a positive role in expanding the employment channels for college students. At present, college students' entrepreneurship is still in the primary stage of development, and the proportion of college students' entrepreneurship in the total number is not high. How to improve college students' entrepreneurial willingness has become a common concern of the country and society. Based on the theory of planned behaviour, this paper deeply studies the influence of college students' entrepreneurial cognition factors, entrepreneurial environment factors and entrepreneurial ability factors on their entrepreneurial intentions. SPSS and Amos 21 software were used for analysis, and the research method of structural equation model was used to verify the influencing factors model of college students' entrepreneurial intention and related hypotheses. Based on the empirical results, this paper puts forward the countermeasures and suggestions for cultivating and enhancing the entrepreneurial intention of college students from the government and colleges.