Narrative engagement and entrepreneurial behavior: A comprehensive study utilizing the transportation-imagery Model

Authors

  • Nindria Untarini Universitas Airlangga
  • Sri Hartini Universitas Airlangga
  • Hera Rachmahani National Central University
  • Intan Nia Maulida Higher School of Economics University Saint Petersburg

DOI:

https://doi.org/10.26740/bisma.v16n2.p193-215

Keywords:

attitude-consistency story, enjoyment, entrepreneurial intentions, narrative engagement, perceived relevance

Abstract

Narratives play a crucial role in changing opinions and are believed to be a powerful means of persuasion. This study investigates the effect of narrative engagement on story-consistent attitudes and entrepreneurial intentions. In addition, this study also investigates the mediating role of enjoyment and perceived relevance in the relationship between narrative engagement and story-consistent attitudes. Using a cross-sectional design and questionnaires, data were collected from 320 students who had taken and passed entrepreneurship courses at several universities in Indonesia and analysed using structural equation modelling (SEM) with Warp-PLS 8 software. The results showed that narrative engagement positively and significantly affected enjoyment and perceived relevance. Enjoyment and perceived relevance positively and significantly affect story-consistent attitudes and influence entrepreneurial intentions. Given the indirect relationship, these findings suggest that enjoyment and perceived relevance fully mediate the effects of narrative engagement on story-consistent attitudes and further enhance entrepreneurial intentions.

Author Biography

Nindria Untarini, Universitas Airlangga

Fakultas Ekonomi dan Bisnis, Universitas Airlangga

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2024-04-29

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Untarini, N., Hartini, S., Rachmahani, H., & Maulida, I. N. (2024). Narrative engagement and entrepreneurial behavior: A comprehensive study utilizing the transportation-imagery Model . BISMA (Bisnis Dan Manajemen), 16(2), 193–215. https://doi.org/10.26740/bisma.v16n2.p193-215

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