Factors influencing social-media-based entrepreneurship prospect among female students in China

This research paper aims to explore the entrepreneurship opportunities for young female students in emerging nations. Adopting the technology acceptance model paradigm, the authors attempt to understand the moderating effects of perceived usefulness on social media behavior. The authors conduct a person-administered survey on 241 female students with entrepreneurship intentions. The survey is analyzed using structural equation modeling (Amos). According to the findings, the variables such as social influence, perceived ease of use, perceived enjoyment, perceived usefulness, attitude toward social media and social-media behaviors have a significant relationship, indicating tremendous entrepreneurial opportunities, especially social-media-based, for young women in emerging nations. Results also show that social media attracts women entrepreneurs positively in emerging countries. Since the data was collected only in a single Asian nation, the results may not be generalizable. The study have a significant impact on social media and entrepreneurial development.