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An Empirical Study on the Influencing Factors of Entrepreneurial Intention of College Graduates Majoring in Marketing

With the increasing number of college graduates year by year, especially affected by the epidemic this year, the employment situation of college graduates is increasingly grim. College graduates’ entrepreneurship can not only create some jobs for the society and relieve the pressure on employment, but also enrich their social understanding and improve their self-quality through entrepreneurial experience. Therefore, how to effectively guide college graduates to start their own businesses has become an important research topic in current colleges and universities. This paper takes the college graduates majoring in marketing as the breakthrough point, and conducts an empirical study on the influencing factors of college graduates’ entrepreneurial intention. The study found that the gender, family business situation, social practice, entrepreneurial model, etc. of college graduates can significantly affect their entrepreneurial intention, while their origin and adventurousness have no significant effect on entrepreneurial intention.