Moderating Effect of Entrepreneurial Orientation on Attitude Towards Intent to Start a New Venture

The purpose of this study is to investigate the moderating effect of individual entrepreneurial orientation between the three factors of the theory of planned behavior and entrepreneurial intention. A sample of 307 students was analyzed using PLS-SEM. The results revealed that individual entrepreneurial orientation has a significant positive moderating effect on the relationship between attitude towards behavior and entrepreneurial intention, it has a significant reverse effect on the relationship between perceived control behavior and entrepreneurial intention, and no significant effect on the relationship between subjective norm and entrepreneurial intention. The study concludes that although students' individual entrepreneurial orientation significantly enhances the attitude toward starting a new venture, it also reduces the belief to control the newly started venture. The results also show that students without any support from family or friends, feel vulnerable to the challenges to be faced in the market.