Cultural Contingency in the Cognitive Model of Entrepreneurial Intention

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.