Jumping the Hurdles in Making New Venture: The Mediating Role of Marketing Self-Efficacy in Start-Up Intention

• 영문명: Jumping the Hurdles in Making New Venture: The Mediating Role of Marketing Self-Efficacy in Start-Up Intention
• 발행기관: People & Global Business Association
• 저자명: Jung-Rae Kim
• 간행물 정보: 『Global Business and Finance Review』Vol.28 No.4, 51~61쪽, 전체 11쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.08.31

영문 초록

Purpose: The purpose of this study is to examine marketing self-efficacy as a mediator in the resilience and start-up intention relationship. Design/methodology/approach: Questionnaires were employed to collect data from potential entrepreneurs in Korea. A total of 280 completed questionnaires were returned. Multiple regression analysis was used to test the hypothesis. Findings: Results showed that resilience and marketing self-efficacy had a positive effect on start-up intention. Further, marketing self-efficacy had a significant mediating effect on the resilience and start-up intention relationship. Research limitations/implications: This study empirically confirmed that resilience and marketing self-efficacy are important drivers of start-up intention, and it is also necessary to create an educational program that can increase the level of resilience and marketing self-efficacy. Originality/value: The present study investigates how resilience promotes firm creation, but scholars have not begun to identify specific mechanisms. The findings of this study are valuable for broadening resilience research by identifying the mediating mechanism of marketing self-efficacy between the relationship between resilience and start-up intention. This study suggests that universities and other organizations involved with potential entrepreneurs should create educational programs that can increase resilience and marketing self-efficacy.

목차

I. Introduction

II. Literature Review and Hypotheses

III. Research Method

IV. Research

V. Discussion

Acknowledgment

References

키워드

Resilience Marketing self-efficacy Potential entrepreneur Start-up intention