University of Worcester Worcester Research and Publications

Investigating the Relationship between Creativity and Entrepreneurial Intention: The Moderating Role of Creativity in the Theory of Planned Behavior

Shi, Y., Yuan, T., Bell, Robin ORCID: and Wang, J. (2020) Investigating the Relationship between Creativity and Entrepreneurial Intention: The Moderating Role of Creativity in the Theory of Planned Behavior. Frontiers in Psychology, 11. Article no. 1209. ISSN Online: 1664-1078

Text (Version of Record)
Bell-2020-investigating-the-relationship-between-creativity-and-entrepeneurial-intention.pdf - Published Version
Available under License Creative Commons Attribution.

Download (586kB) | Preview


Cultivating students’ creativity in entrepreneurship education at the college and university level is a key facet of entrepreneurship education in encouraging innovation in students. In this study, the influence of creativity, self-efficacy, entrepreneurial attitude, perceived control, and subjective norms, on students’ entrepreneurial intention were examined through a moderated model based on Ajzens’s (1985) Theory of Planned Behavior (TPB). A questionnaire survey was used to obtain the data from 523 students from different universities in China’s Zhejiang province. SPSS 20.0 was used to conduct descriptive analysis and exploratory analysis of the data, and Amos 22.0 was used to conduct confirmatory factor analysis. The research concluded that creativity has a significant impact on entrepreneurial intention; entrepreneurial self-efficacy has a marked effect on perceived behavior control; and perceived behavioral control, subjective norms and entrepreneurial attitude all significantly affect entrepreneurial intention. Finally, creativity has a significant moderating effect on the roles of perceived behavioral control and subjective norms on entrepreneurial intention, but not on the attitude to entrepreneurship. These results suggest that entrepreneurship education should focus on the cultivation of students' creativity and entrepreneurial efficacy, while encouraging their entrepreneurial intention as well as developing their entrepreneurial skills and mindset.

Item Type: Article
Additional Information:

The full-text of the online published article can be accessed via the official URL.

Uncontrolled Discrete Keywords: creativity, entrepreneurial intention, TPB model, university students, entrepreneurship education
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: College of Business, Psychology and Sport > Worcester Business School
Related URLs:
Copyright Info: Open access article
Depositing User: Robin Bell
Date Deposited: 11 Jun 2020 10:55
Last Modified: 17 Jun 2020 17:36

Actions (login required)

View Item View Item
Worcester Research and Publications is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.