Influence factors of intention to business turnover for young entrepreneurs

Abstract

Some of start-up entrepreneurs experience expectancy disconfirmation during business operation. It will affect dissatisfaction of business operation and cognitive dissonance about the start-up. If the business situation persists, he/she will think of business turnover at the end. The purpose of this study is to develop a cognitive relationship model among expectancy disconfirmation, cognitive dissonance, and intention to business turnover. To achieve research objectives, we propose a simple structural relationship model based on the expectancy theory and cognitive dissonance theory. The model will contribute to defining the relationship among expectancy disconfirmation, cognitive dissonance and satisfaction, and intention to business turnover. The results showed that the negative expectancy gap between pro and post start-up performance strongly influences the cognitive dissonance and business turnover intention. Meanwhile, positive expectancy gap influences satisfaction, and finally it will decrease business turnover intention. We found that cognitive dissonance is the key variable to solving the business turnover problem for start-up entrepreneurs with expectancy disconfirmation at the early stage of start-up. ? 2020 ISSN 1881-803X.