Department of Marketing
Cultural contingency in the cognitive model of entrepreneurial intention
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. © 2011 Baylor University.
Source Publication Title
Entrepreneurship Theory and Practice
Siu, Wai-sum, and Eric Siu-chung Lo. "Cultural contingency in the cognitive model of entrepreneurial intention." Entrepreneurship Theory and Practice 37.2 (2013): 147-173.