The role of creativity in forming entrepreneurial intention

What is it about?

This research builds on our understanding of the Theory of Planned Behaviour by exploring how creativity moderates the relationship between entrepreneurial attitude, perceived control, and subjective norms and entrepreneurial intention. The research found that perceived behavioural control, subjective norms and entrepreneurial attitude all significantly affect entrepreneurial intention in the Chinese higher education context and that creativity has a significant moderating effect between both perceived behavioural control and subjective norms and entrepreneurial intention, but not between the attitude to entrepreneurship and entrepreneurial intention.

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Why is it important?

The research highlights the importance of developing creativity within Chinese higher education, as creativity has both a direct and a moderating impact on entrepreneurial intention. Education should focus on the cultivation of students’ creativity as well as their perceived behavioural control, subjective norms and entrepreneurial attitude to support the development of entrepreneurial intentions. Authentic entrepreneurial experiences have been suggested as one way to support the development of students’ creativity.