The influence of attitudes and subjective norms on entrepreneurial intentions among undergraduate business students. The case of University of Botswana

Abstract

This paper investigates the influence of attitudes and subjective norms on entrepreneurial intentions among undergraduate business students focusing specifically on Network Marketing (NWM) business. The study entails a survey involving a purposive sample comprising 264 undergraduate business students of the University of Botswana. The results of Multiple Regression indicate that both attitude and subjective norms have a significant and positive influence on undergraduate business students’ intention to engage in NWM business, with attitude exerting a much stronger influence. The findings also indicate that subjective norms have a significant and positive influence on attitudes towards NWM business. Furthermore, the findings indicate that while there is no variation in the influence of attitudes and subjective norms on entrepreneurial intentions among undergraduate business students based on gender, there is variation based on the training in direct selling. In other words, while both female and male business students’ entrepreneurial intentions are similarly influenced by attitudes and subjective norms, those that received training in direct selling tend to be more inclined towards NWM business than those that have not received such training. The findings highlight the importance of attitudes, social influences and experiential training in the development of entrepreneurial intentions among undergraduate business students. This study adds to the literature on direct marketing and entrepreneurship development among business students in institutions of higher learning. The study further affirms the applicability of the Theory of Reasoned Action in explaining entrepreneurial intention and behavior among business students.