Entrepreneurial Intentions Among Saudi Sports Education Students: Extending the Theory of Planned Behavior with Entrepreneurial Role Models

Abstract

This study investigated the determinants of entrepreneurial intentions and behavior among Saudi sports education students using the Theory of Planned Behavior. The study employed a cross-sectional survey of 372 undergraduate and graduate sports science students from Saudi universities. It extended TPB by including entrepreneurial role models as an independent variable affecting TPB antecedents—attitudes toward behavior, subjective norms and perceived behavioral control and outcomes (ENTIs and actual entrepreneurial behavior, AEB). Data were analyzed using linear and hierarchical regression with mediation testing using bootstrapping. Results showed that all TPB antecedents significantly predicted ENTI, while only ENTI and PBC influenced AEB. ERMs were significantly associated with SNs but had no direct effect on ATB, PBC, or ENTI. Mediation analyses revealed that ATB and PBC partially mediated SNs’ effect on ENTI, whereas SNs fully mediated ERMs’ influence on ATB and PBC. These findings provide theoretical and practical insights by validating the extension of TPB with role models, challenging assumptions about ERMs’ direct effects, and highlighting the importance of fostering entrepreneurial culture in universities. Integrating exposure to positive ERMs can effectively translate students’ intentions into entrepreneurial behavior, supporting the development of sports entrepreneurs.