Efecto de la influencia social en el desarrollo de la intención emprendedora artesanal juvenil

Patricio Mendieta-Andrade; Alfonso López Lira-Arjona; Priscila Muñoz-Castro

doi:10.29105/vtga11.6-1236

Authors

Patricio Mendieta-Andrade Universidad Católica de Cuenca https://orcid.org/0000-0001-9596-4344
Alfonso López Lira-Arjona Universidad Autónoma de Nuevo León
Priscila Muñoz-Castro Universidad Católica de Cuenca https://orcid.org/0000-0001-6260-4190

DOI:

https://doi.org/10.29105/vtga11.6-1236

Keywords:

Entrepreneurial intention, social influence, young artisans

Abstract

The city of Cuenca-Ecuador, known for its rich cultural heritage, is experiencing a growing disinterest among younger generations in continuing traditional artisanal crafts, within a context of youth unemployment and migration. In response, this study aimed to evaluate the effect of social influence on the entrepreneurial intention of young artisans in the city. A quantitative, non-experimental, cross-sectional, and exploratory-correlational approach was applied, using a sample of 294 students from Cuenca's Artisanal Training Centers. Data were collected through surveys and analyzed using a PLS-SEM model. The results showed that both subjective norm and social capital significantly influence entrepreneurial intention, with subjective norm emerging as the predominant factor. It is concluded that perceived validation from the immediate social environment plays a critical role in fostering entrepreneurial intention among young artisans.

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