Effects of Franchise Headquarters Support Services and Franchise Entrepreneurship on Multi-unit franchising Intention: Focusing on Mediated Effects of Theory of Reasoned Action Factors

This study aims to examine the effect of planned happenstance skills on entrepreneurial intention among university students by testing the mediating role of opportunity-driven entrepreneurial motivation and the moderating effects of academic achievement, including both moderation and moderated mediation effects. To achieve the research objectives, an online survey was conducted nationwide over 27 days from April 30 to May 23, 2025. A total of 383 valid responses out of 390 collected were analyzed. Data analysis was performed using IBM SPSS 26.0, including difference analysis, descriptive statistics, reliability analysis, correlation analysis, confirmatory factor analysis, and Process macro analysis. The main findings are as follows. First, fostering planned happenstance skills can serve as a practical strategy to enhance entrepreneurial intention. Second, approaches that promote opportunity-driven entrepreneurial motivation play a critical role in forming entrepreneurial intention. Third, tailored entrepreneurship support considering academic achievement can strengthen the impact of planned happenstance skills and opportunity-driven entrepreneurial motivation on entrepreneurial intention. This study is significant in empirically elucidating the complex mechanisms among key variables influencing entrepreneurial intention by incorporating planned happenstance skills — conceptualized as a set of interrelated skills — opportunity-driven entrepreneurial motivation, and academic achievement into the research model for Korean university students. Based on the study's limitations, recommendations for future research include: First, applying systematic probabilistic sampling methods that consider diverse background variables such as gender, major, and entrepreneurship experience. Second, accumulating exploratory studies on university students' opportunity-driven entrepreneurial motivation. Third, employing diverse methodological approaches to verify the relationships between academic achievement — including both subjective and objective achievement indicators — and entrepreneurship-related variables.