FROM PERSONALITY TO INNOVATION: A DUAL-ATTITUDE MECHANISM LINKING BIG FIVE PERSONALITY TRAITS TO START-UP INNOVATION IN EMERGING MARKETS
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.563Từ khóa:
Behavioral entrepreneurship, start-up innovation, Big Five personality traits, dual attitudes, knowledge management.Tóm tắt
This study investigates the behavioral mechanisms underlying start-up innovation by integrating personality traits, dual attitudes toward entrepreneurship, and innovation behavior within a unified framework. Drawing on the Theory of Planned Behavior and Prospect Theory, the research examines how students’ Big Five personality traits influence both positive and negative attitudes toward start-up, which subsequently shape start-up innovation outcomes. Using a quantitative research design, data were collected from 790 undergraduate students and recent graduates from multiple disciplines, including in business, economics, natural sciences, and social sciences at member universities of Vietnam National University – Ho Chi Minh City. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that extraversion, conscientiousness, agreeableness, and openness to experience significantly enhance positive attitudes toward start-up, while neuroticism increases negative attitudes. Positive attitude strongly promotes start-up innovation. Notably, and contrary to conventional expectations, negative attitude also exhibits a positive effect on innovation. This unexpected finding represents the key theoretical novelty of the study, suggesting that in emerging market contexts, perceived risks and uncertainties may act not only as barriers but also as motivational drivers that stimulate adaptive and innovation-oriented behavior. The study thus advances the knowledge management literature by introducing a dual-attitude framework that captures both enabling and inhibiting psychological mechanisms in entrepreneurial processes. The findings offer important implications for entrepreneurship education and policy in Vietnam, emphasizing the need to leverage both positive and negative cognitive factors to foster innovation. Overall, this study contributes to a more nuanced understanding of behavioral entrepreneurship and the micro foundations of innovation in emerging economies.
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