Entrepreneurial Motivation of Female Entrepreneurs in UK Online Fashion Retailing: Personal and Social Situation of Women Entrepreneurs as Constraints on the Emergence of Entrepreneurship.
The aim of the research is to investigate the factors that motivate women to become entrepreneurs in UK online based micro-sized fashion retailing in the context of their personal situation and social situation. Understanding women’s entrepreneurial intention in their personal and social context can provide knowledge about how they set out to fulfill their need to self-actualize and cope with their personal and social circumstances to start-up their businesses. The research contributes knowledge about the personal strategies and selfmotivation techniques the women entrepreneurs use to overcome issues, problems, and barriers in their personal and social situations. This shows that the major motivation theories need to be supplemented with the actuality of women’s experiences of their entrepreneurial intention given their personal and social situation. Thus, women’s entrepreneurial training programs need to include a separate module on motivation and motivation techniques. The module needs to acknowledge women’s personal situation and social situation, and in particular the factors that support their intrinsic motivation. These factors reveal how to tap into women’s intrinsic motivation in the context of their unique personal and social situations. By understanding the factors that motivate them in their personal and social context it is expected to inform the design of better and relevant women entrepreneurship training programs. The findings of the research could then be used to develop entrepreneurship training programs that realistically consider the actual personal and social situations in which women generate their business ideas and learn to self-motivate themselves to set up their business and run them successfully. As well as providing business training, women’s entrepreneurship training programs need to consider their personal and social situations as beds for their entrepreneurial motivation. It is within these personal and social situations that women become aware of their intrinsic motivation to become entrepreneurs and where they generate and cultivate their entrepreneurial intention. Finally, the research findings have been used to recommend development of training strategies for women’s self-motivation for enterprise that recognized women’s personal situation and social circumstances.
L Addysg (Cyffredinol), LB2361 Cwricwlwm
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