Family Support and Higher Education Student’s Engagement in Online Business

Abstract

This study examines the influence of family support on university students’ engagement in online business ventures. With the growing accessibility of digital platforms, more students are exploring online entrepreneurship as a pathway to financial independence and career development. Drawing on the Theory of Planned Behavior (TPB), this research evaluates how family dynamics—such as emotional encouragement, financial support, and entrepreneurial role modeling—shape students’ attitudes, perceived behavioral control, and subjective norms toward online business. A quantitative approach was employed using purposive sampling of 200 university students who are either interested in or currently operating online businesses. Data were collected through structured questionnaires and analyzed using descriptive and reliability analyses. The results indicate that family influence significantly enhances students’ confidence, motivation, and readiness to engage in digital entrepreneurship. The findings underscore the necessity of integrating family involvement in entrepreneurship education and policy initiatives to foster a supportive ecosystem for student-led online ventures.