Cultural Contingency in the Cognitive Model of Entrepreneurial Intention


Eric Siu-chung Lo, tel.: (852) 3411-7526; e-mail:


This study examines the impact of individualism–collectivism orientation on the cognitive model of entrepreneurial intention in a collectivist environment (i.e., China). Using a sample of 204 MBA students from China and Hong Kong, we investigate the moderating effect of self-construal on the relationship between perceptual factors and entrepreneurial intention. The results show that the strength of perceived social norms in predicting entrepreneurial intention depends on interdependent self-construal. The resulting nonsignificance of personal attitude contradicts findings reported in individualist contexts. This study develops a sound theory to explain the cultural contingency in the cognitive model of entrepreneurial intention.