THE IMPACT OF UNIVERSITY INNOVATION AND ENTREPRENEURSHIP EDUCATION ON ENTREPRENEURIAL INTENTIONS: EDUCATIONAL IMPLICATIONS FOR E-COMMERCE PROFESSIONALS

Abstract

This study investigates grounded strategies aimed at enhancing the Entrepreneurial Intention (EI) of students, with a particular focus on the influence of Innovation and entrepreneurship education (IEE) among university students. The research utilized a convenient sample of 486 full-time undergraduate students majoring in e-commerce from Chinese universities. Data analysis was conducted using descriptive statistics, confirmatory factor analysis (CFA), correlation analysis, and structural equation modelling. The results indicate that IEE moderately influences EI, Personal Attitudes (PA), Subjective Norms (SN), and Perceived Behavioural Control (PBC), but does not have a significant impact on knowledge. Additionally, entrepreneurial self-efficacy (ESE), PA, SN, and PBC were found to positively and significantly affect EI. Furthermore, PA, SN, PBC, and ESE moderate the relationship between IEE and EI. The paper concludes by discussing these findings and offering recommendations for future research.