THEORETICAL DEVELOPMENT OF THE EFFECT OF SUBJECTIVE NORM, PERCEIVED BEHAVIORAL CONTROL AND ENTREPRENEURIAL LEARNING PREFERENCES ON ENTREPRENEURIAL INTENTION: AN INVESTIGATION IN MALAYSIAN HIGHER EDUCATION

Abstract

Understanding and predicting entrepreneurial behavior would require a model which able to reflect the complex processes of perception in human underlying intentional planned behavior. Intention-based model offers a new approach for researcher to study entrepreneurial behavior. The purpose of this paper is to explore the conceptual link between the intention and its predictors. This paper addresses a new predictor of entrepreneurial intention which is the entrepreneurial learning preferences. The entrepreneurial learning preferences will serve as the extension to the existing intention-based model for measuring the entrepreneurial intention among students in higher education