Testing alternative measures of subjective norms in entrepreneurial intention models

Abstract

Although the theory of planned behaviour can be applied to entrepreneurship, study outcomes concerning the role of the subjective norm construct vary substantially. Using data from ten dissimilar countries, two critical topics held responsible for conflicting outcomes in research on entrepreneurial intention are investigated: 1) measurement issues; 2) possible indirect influences between the motivational antecedents of intention. On the first topic, structural equations suggest that a simple multi-item subjective-norm measure is better than the frequently-applied product of normative beliefs and motivation to comply. On the second, structural equation modelling reveals that the internal consistency and explanatory capacity of the constructs is about the same with the original model than with a modified model taking into account the indirect influences of subjective norms on attitudes and on perceived behavioural control. These results should serve as a guide for future theoretical and empirical development, and put existing study outcomes into perspective.