社交媒体使用对大学生创业意向的影响研究

Research on the Impact of Social Media Use on College Students’ Entrepreneurial Intention

为了探讨社交媒体的使用对大学生创业意向的影响,并检验创业自我效能感的中介作用和性别的调节作用,采用社交媒体使用问卷、创业自我效能感问卷和创业意向问卷对421名大学生进行调查。研究结果表明:社交媒体使用正向影响大学生创业自我效能感的同时负向影响创业意向;创业自我效能感正向影响创业意向;创业自我效能感在社交媒体使用和创业意向之间起部分中介作用;性别在基于内容的社交媒体使用和创业自我效能感之间起调节作用。因此,高校应对大学生使用社交媒体进行管理及引导,充分发挥社交媒体在大学生创业中的积极作用,提高大学生的创业自我效能感和创业意向。

In order to explore influence of the use of social media on college students’entrepreneurial intention,and the intermediary role of entrepreneurial self-efficacy and the regulatory role of gender,a guestionnaire survey was conducted among 421 college students in the aspects of social media usage,entrepreneurial self-efficacy and entrepreneurial intention.The result shows that:The use of social media has a positive effect on college students’entrepreneurial self-efficacy and a negative effect on entrepreneurial intention;the entrepreneurial self-efficacy has a positive effect on entrepreneurial intention;the entrepreneurial self-efficacy plays a partial mediating role in the influence of social media useage upon entrepreneurial intention;the gender plays a moderating role in the influence of content-related social media use upon the entrepreneurial self-efficacy.Therefore,universities should manage and guide college students how to use social media,give full play to the positive role of social media in college students’Entrepreneurship,to improve their entrepreneurial self-efficacy and entrepreneurial intention.