Family Background, Peer Group and College Students' Entrepreneurial Intention : Based on a Moderated Mediating Effect

Based on the theory of planned behavior, the method of hierarchical regression was used to verify the logical relationship and transmission mechanism of the entrepreneurial willingness of 390 college students in family economic education, peer groups, economic literacy, and self-awareness. Research results show that in addition to entrepreneurial willingness, family economic education and peer groups also affect personal economic literacy; self-cognition regulates the impact of family economic education and peer groups on entrepreneurial willingness, and high self-awareness promotes entrepreneurial willingness The effect is stronger than low self-awareness; self-awareness also regulates the influence of economic literacy on entrepreneurial willingness. Under low self-awareness, economic literacy has a significant effect on entrepreneurial willingness. Under high self-awareness, economic literacy has a significant effect on entrepreneurial willingness. The promotion effect is not obvious