Title: A study on entrepreneurial intention: S-O-R approach

Authors: A.L. Chidambaram; P.S. Nagarajan

Addresses: Alagappa Institute of Management, Alagappa University, Alagappa Puram, Karaikudi, Tamil Nadu 630003, India ' Alagappa Institute of Management, Alagappa University, Alagappa Puram, Karaikudi, Tamil Nadu 630003, India

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.

Keywords: entrepreneurial intention; entrepreneurial education; perceived usefulness; hedonic motivation.

DOI: 10.1504/IJICBM.2023.130096

International Journal of Indian Culture and Business Management, 2023 Vol.28 No.4, pp.525 - 541

Received: 17 Aug 2021
Accepted: 29 Nov 2021
Published online: 05 Apr 2023 *

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