Moderating Effect of Perceived Social Norms on the Relationship between Entrepreneurial Knowledge and Graduates Entrepreneurial Intention

Lamidi Yusuf; Donny Abdul Latief Poespowidjojo; Abdulrahman Muhammed

Authors

Lamidi Yusuf School of Business Manangement, College of Business, Universiti Utara Malaysia, Sintok 06010, Kedah, Malaysia
Donny Abdul Latief Poespowidjojo School of Business Manangement, College of Business, Universiti Utara Malaysia, Sintok 06010, Kedah, Malaysia
Abdulrahman Muhammed School of Business Manangement, College of Business, Universiti Utara Malaysia, Sintok 06010, Kedah, Malaysia

Keywords:

enabling environment, entrepreneurial intention, entrepreneurial knowledge, perception, perceived social norms

Abstract

This study examines the moderating effect of perceived social norms on the relationship between entrepreneurial knowledge and graduates entrepreneurial intention. Using purposeful sampling technique, 375 individual National Youth Service Corps (NYSC) members serving in various locations in Kwara States, Nigeria were randomly selected and sampled by means of a structured questionnaire. The Partial Least Square-Structural Equation Model was used to test the model hypotheses. Result reveals that there is a positive and significant relationship between entrepreneurial knowledge and graduates entrepreneurial intention, however, the moderating effect of perceived social norms on the relationship between entrepreneurial knowledge and graduates entrepreneurial intention was negatively supported, suggesting Nigerian graduate preference for white collar jobs due to the societal negative perception about graduates becoming entrepreneur upon graduation. It is recommended that the government at all levels should intensify effort towards promoting positive entrepreneurial perception, that will enhance the perception of the entrepreneur as a viable career alternative, and similarly, the government should create an enabling environment that promotes positive entrepreneurial culture.