Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/335380 
Year of Publication: 
2023
Citation: 
[Journal:] Entrepreneurial Business and Economics Review (EBER) [ISSN:] 2353-8821 [Volume:] 11 [Issue:] 1 [Year:] 2023 [Pages:] 113-126
Publisher: 
Krakow University of Economics, Centre for Strategic and International Entrepreneurship, Krakow
Abstract: 
Objective: This study explores graduates' intention to develop live commerce based on the theory of planned behaviour (TPB) and it analyses influencing factors based on attitude, subject norm, and perceived control aspects. Moreover, it focuses on the impact of graduates' educational background and explores its moderating role using multi-group analysis. Research Design & Methods: Through analysing 420 graduate samples based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the study results proved that attitude, subject norm, and perceived control factors positively affect graduates' live commerce intention. Findings: The research results show that - compared to the high school or junior college background - the subject norm factor exerts a more substantial influence on the live commerce intention of graduates with a bachelor's degree. Meanwhile, the subject norm factor exerts a more significant impact on the live commerce intention of graduates with master's or doctoral degrees than those with Bachelor's degrees. Implications & Recommendations: Considering the impact of educational background, this article explores the moderating role of educational background and promotes the multi-group analysis based on it. Contribution & Value Added: The study proved that graduates with a higher degree will pay more attention to the subject norm factor while making live commerce decisions thus contributing to educational management.
Subjects: 
Graduates' entrepreneurship
Live commerce intention
TPB model
Educational background
Multi-group analysis
JEL: 
O30
Persistent Identifier of the first edition: 
Creative Commons License: 
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Document Type: 
Article

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