Cultural Contingency in the Cognitive Model of Entrepreneurial Intention
研究在中国集体主义环境下，个人主义-集体主义取向如何影响创业意向的认知模型，发现感知社会规范对创业意向的预测作用依赖于互依自我构念，而个人态度的作用不显著。
This study examines the impact of individualism–collectivism orientation on the cognitive model of entrepreneurial intention in a collectivist environment (i.e., China). Using a sample of 204 MBA students from China and Hong Kong, we investigate the moderating effect of self–construal on the relationship between perceptual factors and entrepreneurial intention. The results show that the strength of perceived social norms in predicting entrepreneurial intention depends on interdependent self–construal. The resulting nonsignificance of personal attitude contradicts findings reported in individualist contexts. This study develops a sound theory to explain the cultural contingency in the cognitive model of entrepreneurial intention.