Abstract

This study explores the psychological and contextual factors influencing entrepreneurial intention within the framework of the rural revitalisation initiative in Guangxi province, China, focusing on university students and rural entrepreneurs. Employing an extended model based on the Theory of Planned Behaviour (TPB), the research incorporates elements derived from Self-Determination Theory and Social Support Theory to offer a comprehensive perspective on intention formation. Data were collected through a cross-sectional survey comprising 150 participants, and regression alongside mediation analyses were performed. The outcomes highlight that intrinsic motivation and interpersonal social support emerge as the most significant determinants of entrepreneurial intention, whereas traditional TPB elements such as subjective norms and perceived behavioural control do not exhibit a meaningful impact. Notably, attitude influences intention only through the mediating role of intrinsic motivation. These findings underscore the necessity of fostering internal motivational drivers and strengthening community-oriented support mechanisms to encourage entrepreneurship in rural settings. The study contributes to theoretical discourse and proposes implications for policy formulation, educational strategies, and future academic inquiry aimed at promoting entrepreneurship as a vehicle for rural development.