1. STUDENT ENTREPRENEUSHIP:
A THEORY OF PLANNED
BEHAVIOR STUDY
COS479 Final Research Presentation
By David Capelli

2. Introduction
• Entrepreneurship is relevant & important for economy
• Entrepreneurship research targets curriculum
• Theory of Planned Behavior focuses on intent towards
entrepreneurship as a noun
• Miami is fastest growing entrepreneurship community
• Theory of planned behavior is the utilized framework

3. Definitions
• Ecosystem- self-shaping system of intricately interrelating
agents who respond to each other and to local conditions in a
way that is dynamic
• Theory of Planned Behavior= “an individual’s behavior is
determined by the individual’s intention to perform that
behavior”
• Attitudes= favorability view of a certain behavior
• Subjective norms= individual’s perception of social pressure to
perform or not perform the behavior
• Perceived Behavior Control= perception of ability to achieve a
task in one’s control

4. Theory of Planned Behavior

5. Literature Review
• Family influence and the student’s learning environment
important in predicting intent to locally pursue
entrepreneurship post graduation
• Perceived behavioral control is strongest predictor
• Culture greatly affects results of the literature

6. Hypothesis
• University of Miami student attitudes,
subjective norms and perceived behavior
control of entrepreneurship in Miami- Dade
County predicts intent to locally pursue
entrepreneurship post-graduation

7. Methods
• Survey
• Attitude and Norms: Likert scales items of agreeability ranked 1-7
• Perceived Behavior Control: Likert- 1 very Difficult to 7 Very Easy
• Distributed in person to 4 UM Business electives
• Non-random, convenient sample, n=100, 89% response rate
• Participants: 44% female, 67% Business School,
• Qualitative: Focus groups with UM student entrepreneurs
• Focus groups targeted Miami’s culture, resources, policies

8. Results
• Results confirmed hypothesis at all variables
• Significance shown in multi-regression test
• Significance shows student views are important in
predicting participation in Miami’s entrepreneurial
ecosystem
• Theory of Planned Behavior replicable across disciplines

9. Discussion
• Difficult to Start a Business: 66% reported
• Local leaders don’t provide incentives to stay: 50%
• 41% intent to stay post-graduation to start a business
• Only 12% favorable attitude- attitudes can change over time
• 75% favored free co- workspace
• 54% opposed paid workshops (Ex. Lab, Launchpad)
• 8% would pay for a co-working space
• 69% wanted a quality mentor
• 32% higher motivation rate- friends over family matters
• 75% too difficult to start a business in Miami to stay

10. Extension & Conclusion
• Limitations:
• Sample limited to 100 at UM, IRB needed for other schools
• Studying all local colleges provides full ecosystem study
• Strengths: New extension/focus of theory of planned behavior
• Researcher professionally engrossed in ecosystem
• Convenient, low risk, low cost, low sensitivity
• Participants, methods, timeliness of topic & study
• Extension
• Cultural focus on study provides cross- cultural ecosystem
analysis, better understanding of response to variables