数字技术背景下大学生创新创业意向的影响因素分析——基于计划行为理论和技术接受模型

Analysis on the Influencing Factors of College Students' Innovation and Entrepreneurship Intention Under the Background of Digital Technology: Based on Theory of Planned Behavior and Technology Acceptance Model

摘要:

针对较少研究探讨数字技术的发展和应用如何影响和改变大学生创新创业意向的现状，基于计划行为理论和技术接受模型，研究数字技术背景下易用性感知、有用性感知、创业态度、主观规范和感知行为控制对大学生创新创业意向的影响机制。研究对象为389名参加第九届中国国际“互联网+”大学生创新创业大赛的广东大学生，通过问卷调查进行数据收集，采用AMOS软件对结构方程模型进行检验分析。结果显示：易用性感知、有用性感知、创业态度和感知行为控制对大学生的创业意向有显著影响，而主观规范的影响不显著；创业态度在易用性感知、有用性感知与创业意向之间起中介作用。根据研究结果，从激励政策、高校教育、企业协同等角度，提出需要调整创新创业政策的制定方向，以数字技术赋能教师队伍建设，鼓励各类企业机构为大学生提供创业指导和孵化资源等建议，以进一步提升大学生创新创业成功率。

Abstract:

Few studies have explored how the development and application of digital technology affects and changes the current situation of college students' intention for innovation and entrepreneurship. In view of this, based on the theory of planned behavior and the technology acceptance model, this paper studies the influence of perceived ease of use, perceived usefulness, attitude towards entrepreneurship, subjective norms, and perceived behavioral control on students' entrepreneurial intention. Taking 389 college students in Guangdong province participating in the ninth China College Students' “Internet+” Innovation and Entrepreneurship Competition as research objects, the data collected from questionnaire are analyzed with a structural equation model by using AMOS software. The results indicate that perceived ease of use, perceived usefulness, entrepreneurial attitude and perceived behavioral control significantly influence students' entrepreneurial intention, while the impact of subjective norms is not significant. Furthermore, entrepreneurial attitude mediates the relationship between perceived ease of use, perceived usefulness, and entrepreneurial intention. According to the research results, from the perspectives of incentive policies, higher education and enterprise collaboration, it is proposed to adjust the direction of innovation and entrepreneurship policy formulation, empower teachers with digital skills, and encourage all kinds of enterprises to provide entrepreneurial guidance and incubation resources for college students, so as to further promote the success of innovation and entrepreneurship of college students.