BRIDGING INTENT AND ACTION: THE ROLE OF EDUCATION, DIGITAL SKILLS, AND FAMILY SUPPORT IN SHAPING ENTREPRENEURIAL BEHAVIOUR

Abstract

The study is an analysis of the effects of Entrepreneurial Education (EE), Digital Competency (DC) and Family Support (FS) on Entrepreneurial Behaviour (EB) among Pakistani university students pursuing studies in family businesses in Gujranwala. Relying on the Theory of Planned Behavior (TPB), the researchers refer to the Attitude Toward Entrepreneurship (ATE) as one of the mediating variables that change the intention into a real act of entrepreneurship. The quantitative research design was adopted and the data was gathered through structured research questionnaires as a sample population of 327 students was used. The evaluation of the study employed the use of statistics by using multiple regression and Hayes PROCESS macro to evaluate direct and mediating effects. The results indicate that all three variables, EE, DC, and FS have considerable influence on explaining ATE and EB with ATE being the most influential predictor of EB (beta = 0.35). Additionally, ATE is a partial or complete mediator between the independent variables and EB, which proves why it strongly influences the successful development of entrepreneurs. The effects of the three factors on ATE and EB were strongest among EE and DC and weaker on FS implying the emerging significance of formal education and digital skills in the contemporary entrepreneurial environment. The research proposal has the advantage of advancing the existing literature because it extends the TPB model with contextual variables that are specific to both emerging economies. It is also put in an act of use to inform teachers, policy makers and stake holders of family business so that they can cultivate entrepreneurial ability in young people. The study reveals how holistic development is essential among potential entrepreneurs who embrace cognitive intent with digital and education preparedness to facilitate entrepreneurship activity.

Keywords: Entrepreneurial Behaviour; Digital Competency; Entrepreneurial Education; Family Support; Attitude Toward Entrepreneurship; Theory of Planned Behavior