The Effect of STARA Awareness on Entrepreneurial Intentions of Employees

The Mediating Role of Perceived Opportunity and Perceived Risk

Abstract

This study examines the influence of STARA awareness on employees' entrepreneurial intentions, focusing on the mediating effects of perceived opportunities and risks. A survey was conducted among frontline employees in AI and intelligent manufacturing companies in China's Pearl River Delta. PLS-SEM was applied to analyze the data. The findings reveal that STARA awareness positively influences perceived opportunities and negatively affects perceived risks, mediating the relationship with entrepreneurial intentions. Entrepreneurial alertness moderates the relationship between STARA awareness and perceived opportunities and risks. STARA awareness can stimulate entrepreneurial intentions through the dual pathways of perceived opportunities and risks. Enhancing employees' STARA awareness and entrepreneurial alertness could be strategic for organizations to foster innovation and entrepreneurship amidst technological advancements.