KNOWLEDGE, FAMILY CULTURE, MARKETING INNOVATIONS, AND ATTITUDES AFFECTING THE ENTERPRENEURIAL INTENTION OF VOCATIONAL STUDENTS IN CHINA

Hui Li, Jiraphorn Sawasdiruk

ABSTRACT:

The paper constructs the framework and proposes the research methodology to explore factors related to the Vocational students’ Entrepreneurial Intention in China with attitude as the mediator. The problem to explore is what are the challenges faced by entrepreneurship vocational students in China, and how can educators and policymakers support them? The research gap identified based on previous studies is: previous studies had not identified and explored the mediating effect of “attitude” on understanding the many factors related to students’ Entrepreneurial Intention among vocational students in China. The conceptual framework is identified based on the research gap, with the self-determination theory, planned behaviour theory, and classical theories of entrepreneurship, as the theoretical foundation. Factors related to the Vocational students’ Entrepreneurial Intention in China include family culture, knowledge and marketing innovation facing the vocational students. Attitude is the mediator exploring factors related to the students' Entrepreneurial Intentions in China. The proposed research methodology is identified and justified, referring to a combination of qualitative and quantitative strategies. In the quantitative data analysis, one online questionnaire is developed and listed on (www.wjx.com) to collect data from 260 samples of the 83,809 vocational students from Liuzhou City, Guangxi Province, China. Moreover, 30 Informants are selected under the purposive sampling to prepare for the qualitative analysis using online interviews. Six research hypotheses are developed based on the identified research problems after the literature review and the methodology section to direct future studies on empirical studies of the topic.

KEYWORDS: Knowledge, Family Culture, Marketing Innovations, Attitudes, Entrepreneurial Intention of Vocational Students in China

DOI: 10.62788/Ww674lA

PUBLISHED IN: ICCMETS Conference Proceedings 2023

DATE OF CONFERENCE: July 25 - 27, 2023

CONFERENCE LOCATION: Osaka, Japan

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-69-5

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