Social Learning for Enhancing Attitude Toward Startup Entrepreneurship for Undergraduate Students

Abstract

This research aimed to 1) study the components and indicators of attitude towards startup entrepreneurship under context of Thai economy 2) study the Social learning methods used by Thai entrepreneurs as a purpose of development of a non-formal education program using social learning theory for enhancing attitude towards startup entrepreneurship for graduate students. Data were collected by interview and survey from 124 Thai entrepreneurs selected under specific criteria, must be a founder with at least 2 years’ experience and have annual income of the company over 10 million bath. Content and statistical analysis were used to analyze data. Results shown that components of attitude towards startup entrepreneurship composed of 4 components 1) understandingofstartup entrepreneurial career2) feeling for startup entrepreneurial career 3) behavior that reflect the startup entrepreneurial career and 4) recognition of self-potential and supports. It also shown that the guideline of Social learning methods used by successful Thai entrepreneurs are very similar and conform to each other as follow 1) have successful entrepreneurs as a role model 2) use positive image of a role model as a motivation and milestone 3) positive reinforcement is important for proactive learning and working 4) continually following role model and business news for a progressive self-development. 5) role model can be a person, brand or company that express and represent a good vision and intelligence for learning 6) learning from context and environment and practice to identify problem is the key for successful business development 7) social media is one of the most important learning resources.