Investigating the Intention to Use Social Media as Online Business Platform Among Female University Students in Malaysia

This research examined effect of entrepreneurship education, technological adaptability, and self-perceived creativity on attitude towards entrepreneurship; and the effect of attitude towards entrepreneurship and subjective norms on intention to use social media as online business platform among the female university students in Malaysia. This study implemented quantitative approach and collected data from a total of 108 respondents through online survey. Findings of this study revealed that entrepreneurship education and self-perceived creativity have a significant positive influence on female university students’ attitude towards entrepreneurship and intention to use social media as online business platform. Besides, subjective norms are proved to have significant positive impact on female students’ entrepreneurial intention. Attitude towards entrepreneurship significantly mediates entrepreneurship education and self-perceived creativity on female students’ entrepreneurial intention. However, technical adaptability is proved not related to attitude towards entrepreneurship and female students’ entrepreneurial intention. With the aim of increasing female entrepreneurial intention, university can introduce entrepreneurship relevant training, seminar, and course in the campus and emphasize on creative and practical approach such as interaction and experimentation in the real world with real customers’ feedback to train students’ creative mindset.