影響媒體設計師創業意圖之因素

本研究以計畫行為理論為基礎，採用焦點團體座談方式，以理解影響媒體設計師創業意圖的因素。本研究邀請到8位設計創業家參與座談，其結果顯示：創業態度、社會壓力（主觀規範）、社會資源與支持（外部行為控制），與創業自信（內部行為控制），都會影響媒體設計師的創業意圖。本研究另從座談內容中，淬煉出了創業警覺性、所學專業，和工作經驗等三項，過去在學術文獻中未被提及的影響因素。

關鍵字

設計創業；創業意圖；焦點團體座談；媒體設計師

並列摘要

The present study aims to investigate the factors influencing the entrepreneurial intention of media designers according to the theory of planned behavior. To achieve the research goal, the research team invited eight media designers to join focus group discussions. The results revealed that entrepreneurial attitude, social pressure (subjective norms), social capital and support (external behavioral control), and self-efficacy (internal behavioral control) influenced the entrepreneurial intention of media designers. The other critical factors identified in the results are entrepreneurial alertness, academic background, and work experience, none of which have been reviewed in previous research.

並列關鍵字

Design entrepreneurship ； Entrepreneurial intention ； Focus group discussion ； Media designer

參考文獻

徐光華（2007）。企業社會責任的戰略績效評價體系研究。現代經濟探討，5，71-74。doi:10.3969/j.issn.1009-2382.2007.05.017

Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32, 665-683. doi:10.1111/j.1559-1816.2002.tb00236.x

Ajzen, I., & Driver, B. L. (1992). Application of the theory of planned behavior to leisure choice. Journal of Leisure Research, 24, 207-224. doi:10.1080/00222216.1992.11969889

Armitage, C. J., & Conner, M. (2006). Distinguishing perceptions of control from self-efficacy: Predicting consumption of a low-fat diet using the theory of planned behavior. Journal of Applied Social Psychology, 29, 72-90. doi:10.1111/j.1559-1816.1999.tb01375.x

Bandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37, 122-147. doi:10.1037/0003-066X.37.2.122

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影響媒體設計師創業意圖之因素

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