A Study on the Hybrid Start-up Intention by Using the Model of Goal-Directed Behavior (MGB)

Kyung-Ho Yun, Jung-Wan Hong, Yen-Yoo You


Background/Objectives: The hybrid start-up is when a worker keeps his or her job and at the same time starts a business. This study is intended to analyze the impact of factors on the hybrid start-up desire and the hybrid start-up intention by applying the Model of Goal-directed Behavior (MGB).

Methods/Statistical analysis: After establishing a research model that combines the hybrid start-up with the MGB, a survey was conducted on office workers for one month from December 2019. Of the collected samples, 101 copies suitable for the study were subjected to a statistical analysis such as evaluation of the measurement model and the structural model by using PLS-SEM with SmartPLS 3.0.

Findings: The results of empirical analysis showed that attitude, positive anticipated emotion and negative anticipated emotion among the five factors presented in the MGB had a statistically positive effect on the hybrid start-up desire. However, subjective norm and perceived behavioral control didn’t have a statistically significant effect on the hybrid start-up desire. Like other models of goal-directed behavior, the hybrid start-up desire was found to be the most important in the hybrid start-up intention. And, it was also found that there was a mediation effect between the above three factors (attitude, positive anticipated emotion, negative anticipated emotion) and the intention of starting a business. In this study, it suggests that a start-up consulting should be made to take into account the objective aspects in the future, given that the hybrid start-up desire and intention are increased by subjective attitudes and anticipated emotions while not ready for start-up. And considering that most office workers are not ready to start their own businesses and want to consult on their own businesses, there is a need to expand the hybrid start-up consulting.

Improvements/Applications: Future researches need to study the effectiveness of a start-up consulting through whether there is any change in the behavioral model before and after a start-up consulting. Research on hybrid start-ups will help improve government policies and systems that encourage office workers to start their own hybrid businesses.

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DOI: https://doi.org/10.5430/rwe.v11n2p22

Research in World Economy
ISSN 1923-3981(Print)ISSN 1923-399X(Online)


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