Social Norm Perception Influences Entrepreneurial Intentions

The key topic in this research is how Social Norm Perception influences Entrepreneurial Intentions. Social norms are group-held beliefs about exactly how people need to behave in a given context. Usually, Entrepreneurial intentions are described by research models which incorporate personal factors and perceptions of situational factors. The explanatory power of personal factors on entrepreneurial intentions is proved in a number of researches. This project focuses primarily on perceptions of Social Norm, as a proxy for situational factors. Sources of social norm are normally determined in people’s private environments, relatives and buddies. Research on social norm and its communication suggested that sources from larger environments and impact of group influence could possibly be included with these, to get a multidimensional operationalisation of social norm. Also a differentiation needs to be made among descriptive social norm – inspiring role models and career cases, and prescriptive social norm – existing opinions on entrepreneurs and entrepreneurship.The outcomes of this research indicate a substantial distinction between women and men where entrepreneurial intentions are involved. In most cases, perceptions of social norm have little explanatory power for entrepreneurial intentions, considering this, descriptive norms more than prescriptive norms. And also the bachelor major programs learners read, with regards to it having a man, woman or neutral image, appear to play a role. Three further discoveries are really worth bringing up here. The initial one is that there is much diversity between students as to the sources they perceive social norms from. Next is that the university isn’t important as a source of motivational role models for entrepreneurship, except for fellow students…..

1 Introduction
2 Theoretical Background
2.1 Entrepreneurship in a normative context
2.2 Moderating influences
3 Research Method
3.1 Research context
3.2 Entrepreneurial Intention
3.3 Perceived Social Norm
3.4 Moderating variables
3.5 Other variables
3.6 Sample characteristics
3.7 Data collection procedure
4 Results
5 Conclusion & discussion

Source: University of Twente

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