Entrepreneurial Intention of Rural College Students: Role of Perceived Behavioural Control, Entrepreneurial Desire and Entrepreneurial Knowledge

Abstract

Drawing from the theory of goal directed behaviour and the multi-dimensionality of the Perceived Behaviour Control (PBC) construct proposed by Ajzen, the major objective of this cross-sectional research study was to investigate the extent to which, the two dimensions of PBC (Self-Efficacy and Perceived Controllability) predicts entrepreneurial intention directly and in the presence of entrepreneurial desire as the mediator. Also, the direct effect of the two dimensions of PBC was studied in the presence of a potential moderator, entrepreneurial knowledge. The sample for the present study was 239 rural undergraduate college students in Puducherry district of Pondicherry union territory. Measurement model was analysed using Confirmed Factor Analysis (CFA) in Analysis of Moment Structures (AMOS) and Process macro (model 5) was used to analyse the mediation and moderation analysis. The results revealed that the two dimensions of PBC havet both direct as well as the indirect influence over entrepreneurial intentions with entrepreneurial desire being the mediator. On the other hand, entrepreneurial knowledge does play a significant role as a moderator between the two dimensions of PBC and entrepreneurial intentions. The study has both theoretical and practical implications in the existing literature with minimum limitations and suggestion for the future researchers.