主觀規範與創業意圖的關係：整合分析

Subjective Norms and Entrepreneurial Intentions: A Meta-Analysis

賴意潔(Yi-Chieh Lai)

指導教授 ： 蔡坤宏 ； 張惠真

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

研究文獻顯示創業意圖與計劃行為理論之關係；然而卻少有文獻將計劃行為理論其一要素「主觀規範」獨立與創業意圖討論之。為瞭解個人對於進行某項行為時所感受到的社會壓力是否對創業意圖有顯著影響，本研究旨在探討創業意圖的形成與其所產生之行為，並以主觀規範為理論主軸，探討兩者之關係。藉由整合分析，彙整過去近20年以來(1996-2014)有關主觀規範及創業意圖之實證研究，共32篇可用文獻。

分析結果顯示：
1.主觀規範與創業意圖有中度正相關之關係。
2.研究對象區隔，非學生在主觀規範與創業意圖之關係較強。
3.國家地域區隔，非亞洲國家在主觀規範與創業意圖之關係較強。
4.國家發展程度做區隔，開發中國家在主觀規範與創業意圖之關係較強。
5.國家文化區隔，六大構面─權力距離、不確定性規避、個人/集體主義、陽剛/陰柔導向、長期/短期導向及抑制/寬縱人生，皆會影響主觀規範與創業意圖之關係；其中不確定性規避、個人/集體主義、陽剛/陰柔導向、長期/短期導向顯示對主觀規範與創業意圖之關係存在顯著調節效果。

關鍵字

主觀規範 ； 創業意圖 ； 整合分析 ； 國家文化

並列摘要

Through viewing the literature, most studies showed the relationship between entrepreneurial intention and theory of planned behavior; however, there are few studies mentioned the relationship between entrepreneurial intention and subjective norm, which is also an important element of the theory of planned behavior. In order to discover that if social pressure will affect a person’s entrepreneurial intention or not, I focus on studying subjective norm. In addition, this research conducted a meta-analysis on subjective norm and entrepreneurial intention that were recorded from 32 studies and try to explain the relationship between subjective norm and entrepreneurial intention. Use keyword to search the database for the empirical literature of the past 20 years (1996-2014). The findings reveal that: (1) The relationship between entrepreneurial intention and subjective norm is positively significant. (2) Take sample into consideration, the relationship between entrepreneurial intention and subjective norm is more positively significant for non-students. (3) Take region into consideration, the relationship between entrepreneurial intention and subjective norm is more positively significant for non-Asia countries. (4) Take development level into consideration, the relationship between entrepreneurial intention and subjective norm is more positively significant for developing countries. (5) The six dimensions of national cultures all have an impact on the relationship between entrepreneurial intention and subjective norm. Additionally, four of those: uncertainty avoidance, individualism/collectivism, masculinity/femininity and long-term/short-term have more powerful moderating effect on the relationship between entrepreneurial intention and subjective norm.

並列關鍵字

Subjective norm ； Entrepreneurial intention ； Meta-analysis ； National Culture

參考文獻

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