Factors That Influence People’s Intention to Launch a Tech Startup- a Case Study of Thailand

Kittipong Leehirunyapong, Chiehwen Ed Hsu


This present research investigates factors that affect people’s intention to launch a tech startup using an online survey to collect data from a sample of 212 respondents from Thailand. Structural Equation Model and Regression Analysis were applied to analyze the data. The results find that risk perception negatively influences attitude toward launching a tech startup.  Moreover, having a self-employed parent positively affects perceived behavioral control of establishing a startup. In addition, possessing perceived behavioral control, subjective norm, open-to-experience attitude and conscientiousness of launching a tech startup all have a positive relationship with starting a tech startup intention, while attitude toward establishing a tech company does not affect intention of starting a tech startup. The present research, based on the sample of Thailand, contributes to an understanding of whether the planned behavior theory and personality factors the extent to which it can be applied to a technology business launching intention context.


Technology startup, Entrepreneurship, Personality, Behavioral intention


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