How does cultural norms influence entrepreneurial intention? : a cross cultural study

José Carlos Sánchez García, Alexander Ward Mayens, Gioconda Vargas Morúa, Jenny Linette Flórez Daza, Brizeida Hernández Sánchez

Producción científica: Contribución a una revistaArtículo de revista revisión exhaustiva


Entrepreneurial Intention is commonly attributed to the interaction of cultural values and attitude; however, cultural values vary according to the context in which they are developed. The following study intends to show how Subjective Norms affect intentions of self-employment, as both, a direct factor and mediated through attitudinal values: Perceived Behavioral Control and Desirability, within a cross-cultural framework. A sample of 736 students from four different countries: Spain, Portugal, Mexico and India were used. Results yielded a direct relationship between Subjective Norm and Intention in all countries, except India. When mediated through attitude, the relation becomes stronger, even more when it’s through Desirability, except in Portugal, which the relationship is stronger directly through Social Norms. India does not show a relationship between Perceived Behavioral Control and Intention. Conclusions show that the influence of culture on intention, effectively, varies by context.
Idioma originalInglés
Páginas (desde-hasta)52-69
PublicaciónJournal of Business
EstadoPublicada - 2018

Palabras clave

  • Emprendedores--Estudios interculturales


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