TPB视角下港澳大学生在湾区创业的意愿及影响因素探究

The willingness and influencing factors of Hong Kong and Macao college students to start a business in the Bay Area--From the perspective of TPB Theory

基于计划行为理论(TPB),通过分析粤港澳三地部分高校的港澳大学生的问卷调研数据,搭建了港澳大学生在湾区创业的结构方程模型。结果表明,湾区创业态度、知觉行为控制和主观规范等都对港澳大学生的湾区创业意愿具有正向作用。进一步研究发现,主观规范对湾区创业意愿的影响不显著。期望该研究为更好地激发大学生在湾区的创业意愿提供参考。

Based on the theory of planned behavior(TPB),and through the questionnaire survey data of Hong Kong and Macao college students in some universities in Guangdong,Hong Kong and Macao,this paper builds a structural equation model of Hong Kong and Macao college students’entrepreneurship in the Bay Area.The results show that entrepreneurial attitudes,perceived behavior control and subjective norms have positive effects on entrepreneurial intentions of Hong Kong and Macao college students in the Bay Area.Further research found that the influence of subjective standard on the entrepreneurial willingness in the Bay Area is not very significant.This reaearch provides policy reference for better stimulating the willingness of Hong Kong and Macao university students to start businesses in the Bay Area.