Opportunity recognition in the digital age: A mediated TPB model of college students’ entrepreneurial intentions

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Opportunity recognition in the digital age: A mediated TPB model of college students’ entrepreneurial intentions
Abstract
Based on the Theory of Planned Behavior, this study attempts to investigate the effect of opportunity recognition on the entrepreneurial intention of college students. It creates the theoretical model by using entrepreneurial attitude, alitsubjective norms, and perceived self-efficacy as mediators. This study employs a cross-sectional design, with 212 undergraduate students primarily from the Guangxi region serving as the research subjects. Structured questionnaires are used to collect data. The above data are then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The data shows that opportunity recognition not only has a direct positive effect on entrepreneurial intention, but also has an indirect effect on entrepreneurial intention through attitude, subjective norms, and perceived self-efficacy. These findings support the application and extension of the Theory of Planned Behavior in the entrepreneurial context, providing a valuable theoretical basis for enhancing entrepreneurship education in higher education institutions. This study also provides vital insights into the dynamics that shape college students’ entrepreneurial intentions in the digital economy era.

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