A study on entrepreneurial intention: S-O-R approach
by A.L. Chidambaram; P.S. Nagarajan
International Journal of Indian Culture and Business Management (IJICBM), Vol. 28, No. 4, 2023

Abstract: This research is centrally focused to identify the impact of perceived usefulness and hedonic motivation on entrepreneurial intention. Stimulus-organism-response (S-O-R) framework was used by combining the variables like perceived usefulness from the theory of planned behaviour and hedonic motivation from the unified theory of acceptance and use of technology. The research attempts to investigate the direct and indirect effect of perceived usefulness and hedonic motivation on entrepreneurial intention. Similarly, the moderating effect of age and domicile were identified. The outcome of this research signifies that perceived usefulness did not show indirect effect on entrepreneurial intention, however hedonic motivation positively influences entrepreneurial intention through entrepreneurial education.

Online publication date: Wed, 05-Apr-2023

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