PurposeAlthough research on entrepreneurial intentions has outlined the role of family instrumental support, little is known about the impact of family affective support. Building on social career cognitive theory, the purpose of this paper is to investigate entrepreneurial self-efficacy (ESE) as a mediator and work–home segmentation preferences as a moderator in the relationship between affective family–work enrichment and individuals' entrepreneurial intentions.Design/methodology/approachUsing a sample of 202 business-oriented individuals enrolled in a Master of Business Administration (MBA) program at a large university in the east of China, this study tests the proposed theoretical framework by analyzing the first-stage moderated mediation model.FindingsAffective family–work enrichment is positively related to entrepreneurial intentions through the mediating effect of ESE. This relationship is significantly stronger for individuals with lower levels of work–home segmentation preferences.Originality/valueThis study determines the relationship between family–work enrichment and entrepreneurial intentions, and enriches antecedents of entrepreneurial intentions from the perspective of family affective support. Moreover, our study provides novel understanding on the influence mechanisms of family–work enrichment on entrepreneurial intentions by exploring the mediating effect of ESE and the moderating effect of work–home segmentation preferences, which has rarely been explored in the extant literature.