Influencing Factors of the Online start-ups for Young Ethnic Minority Groups on the Live Social Platform

Li, Lifu

Influencing Factors of the Online start-ups for Young Ethnic Minority Groups on the Live Social Platform

Li, Lifu

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Publication Type:: Thesis
Issue Date:: 2022

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Field	Value	Language
dc.contributor.author	Li, Lifu
dc.date.accessioned	2023-03-30T23:59:34Z
dc.date.available	2023-03-30T23:59:34Z
dc.date.issued	2022
dc.identifier.uri	http://hdl.handle.net/10453/168907
dc.description	University of Technology Sydney. Faculty of Engineering and Information Technology.	en_US.UTF-8
dc.description.abstract	This research analyses young ethnic minority groups’ (EMGs) social media using affordance and explores influencing factors of their online start-up motivation on live social platforms (LSPs). The definition of EMGs not only indicates their small population and remote living areas, but also means that they have their original languages, writing systems, and traditional religions, reflecting on their social media using affordance. As peer-topeer technology develops and Marketing 4.0 improves, LSPs can provide young EMGs with more convenient functions to promote online start-ups than traditional social media platforms (SMPs). The technical advantages lower the threshold for entrepreneurship and boost EMGs’ entrepreneurial enthusiasm. Unlike other EMG agegroups, most young EMGs, including EMG college students and graduates, have accepted higher education and become more familiar with the LSP using skills and marketing skills. Compared with typical entrepreneurs, young EMGs have a wealth of generated knowledge and entrepreneurial skills. Although more than 85% of young EMGs understand the advantages of online start-ups and are willing to promote online start-ups, most of them eventually choose to follow their parents’ advice and find some steady jobs. Based on the research gap, the study applies the COM-B Behaviour Changing theory and the Hofstede Cultural theory (improved) to build the research model, and it presents influencing factors of the online start-ups promoted by young EMGs. The thesis aims to analyse how these factors, including Environmental and business opportunity factors, Personal capability factors, and Social and cultural control factors, impact young EMGs’ online entrepreneurial motivations on LSPs. Through the online survey of 586 young EMGs (between 19 to 32) from 41 different EMGs, the thesis applies the partial least squares path modelling and variance-based structural equation modelling method (PLS-SEM) based on the SmartPLS to analyse the relationship of different factors. In addition to testing the research model and examining hypotheses, the study also promotes the importance-performance map analysis (IPMA) to explore additional findings of influencing factors and discuss managerial implications. According to the research results, 17 hypotheses can be supported, such as the positive relationship between service quality and personal online start-up motivation, the positive relationship between religious knowledge and personal motivation, and the negative relationship between conservative attitude and final online start-up behaviour. Meanwhile, five unsupported hypotheses are also explained based on 14 interview results and existing literature. This study is of significance to understanding young EMG individuals’ social media using affordance and their entrepreneurial motivation on LSPs.	en_US.UTF-8
dc.format	Thesis (PhD)
dc.language.iso	en_US	en_US.UTF-8
dc.relation	https://opus.lib.uts.edu.au/bitstream/10453/168907/2/02whole.pdf
dc.rights	info:eu-repo/semantics/openAccess
dc.rights	The author owns the copyright in this thesis including all reproduction and reuse rights for the work. The work may not be altered without the permission of the copyright owner. Attribution is essential when quoting or paraphrasing from this thesis.
dc.rights	© 2022 Lifu Li
dc.rights	au.edu.uts.lib/ppc
dc.title	Influencing Factors of the Online start-ups for Young Ethnic Minority Groups on the Live Social Platform	en_US.UTF-8
dc.type	Thesis
utslib.copyright.status	open_access	*

Abstract:

This research analyses young ethnic minority groups’ (EMGs) social media using affordance and explores influencing factors of their online start-up motivation on live social platforms (LSPs). The definition of EMGs not only indicates their small population and remote living areas, but also means that they have their original languages, writing systems, and traditional religions, reflecting on their social media using affordance. As peer-topeer technology develops and Marketing 4.0 improves, LSPs can provide young EMGs with more convenient functions to promote online start-ups than traditional social media platforms (SMPs). The technical advantages lower the threshold for entrepreneurship and boost EMGs’ entrepreneurial enthusiasm. Unlike other EMG agegroups, most young EMGs, including EMG college students and graduates, have accepted higher education and become more familiar with the LSP using skills and marketing skills. Compared with typical entrepreneurs, young EMGs have a wealth of generated knowledge and entrepreneurial skills. Although more than 85% of young EMGs understand the advantages of online start-ups and are willing to promote online start-ups, most of them eventually choose to follow their parents’ advice and find some steady jobs. Based on the research gap, the study applies the COM-B Behaviour Changing theory and the Hofstede Cultural theory (improved) to build the research model, and it presents influencing factors of the online start-ups promoted by young EMGs. The thesis aims to analyse how these factors, including Environmental and business opportunity factors, Personal capability factors, and Social and cultural control factors, impact young EMGs’ online entrepreneurial motivations on LSPs. Through the online survey of 586 young EMGs (between 19 to 32) from 41 different EMGs, the thesis applies the partial least squares path modelling and variance-based structural equation modelling method (PLS-SEM) based on the SmartPLS to analyse the relationship of different factors. In addition to testing the research model and examining hypotheses, the study also promotes the importance-performance map analysis (IPMA) to explore additional findings of influencing factors and discuss managerial implications. According to the research results, 17 hypotheses can be supported, such as the positive relationship between service quality and personal online start-up motivation, the positive relationship between religious knowledge and personal motivation, and the negative relationship between conservative attitude and final online start-up behaviour. Meanwhile, five unsupported hypotheses are also explained based on 14 interview results and existing literature. This study is of significance to understanding young EMG individuals’ social media using affordance and their entrepreneurial motivation on LSPs.

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