การศึกษาปัจจัยที่มีผลต่อการเป็นผู้ประกอบการรุ่นใหม่ในยุคนิวนอร์มอลของ             นักศึกษาระดับอุดมศึกษาในประเทศไทย

Sangsuk Pithayanukul; Sunee Pithayanukul

Authors

Sangsuk Pithayanukul Faculty of Business Administration, Institute of Entrepreneurial Science Ayothaya
Sunee Pithayanukul Faculty of Business Administration, Institute of Entrepreneurial Science Ayothaya

Keywords:

undergraduate student, intention, entrepreneurship

Abstract

This study aims to 1) examine the perceived importance of factors influencing entrepreneurial intention among undergraduate students in Thailand during the New Normal era, and 2) analyze the predictive power of four key factors—business environment, entrepreneurial characteristics, economic capital, and entrepreneurship education—on students' entrepreneurial intention. The target population comprised undergraduate students in Thailand. A sample of 400 students was selected using convenience sampling. The research instrument was a structured questionnaire using a 5-point Likert scale. Data were analyzed using descriptive statistics (mean and standard deviation) and multiple regression analysis. The findings revealed that students rated entrepreneurship education tailored to the New Normal as the most significant factor (𝑥̅ = 4.17, SD = 0.751), followed by economic capital (𝑥̅ = 4.09, SD = 0.790), business environment (𝑥̅ = 4.07, SD = 0.765), and entrepreneurial characteristics (𝑥̅ = 4.00, SD = 0.794). All four factors were positively correlated with entrepreneurial intention at a statistically significant level (𝑝 < 0.05). Moreover, these factors collectively predicted 61% of the variance in entrepreneurial intention (R² = 0.610, Adjusted R² = 0.594). The study offers implications for policy and curriculum development. Higher education institutions should design practice-oriented curricula that integrate digital and business technologies, while government and support agencies should provide financial access and infrastructure to foster new-generation entrepreneurs in the New Normal context.

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