Abstract

Background/Objectives: In order to expand the prior research on start-up founders with the hybrid type (concurrent in one's position as a salaried and businessman) through the Model of Goal-directed Behavior (MGB), this study analyzed the various effects of new factors such as self-determination motivation and prior knowledge. Methods/Statistical analysis: In the MGB related to hybrid start-ups, a research model and various hypotheses have been set up on how the self-determination motivation (intrinsic motivation and extrinsic motivation) affects the start-up attitude and subjective norm, and how the prior knowledge affects the desire and behavior intention related to hybrid start-ups. The statistical analysis was performed by using PLS-SEM as a statistical program called SmartPLS 3.0 through 126 valid samples collected by the method of judgment sampling. Findings: The empirical analysis showed that the intrinsic motivation had significant positive impacts in statistical significance verification on both the start-up attitude and subjective norm, but the extrinsic motivation didn’t have significant positive impacts on them. And, the prior knowledge had significant positive impacts in statistical significance verification on both the desire and behavior intention related to hybrid start-ups. In addition, on the desire that showed the high predictive power of the behavior intention, the start-up attitude had the greatest significant positive impacts in statistical significance verification, while the subjective norm had no statistically significant impact. The important results found in this study are that if employees increase their internal motivation to express their will to realize their goals in order to increase their start-up business intention, their attitude toward start-up business will change positively and their desire related to hybrid start-ups will increase, which will boost their start-up business intention. Providing employees who are not preparing to open a hybrid business with various prior knowledge about the hybrid start-up will positively increase their desire and willingness to start a business. Improvements/Applications: For the practical application of various consulting factors on hybrid start-ups, various studies of consulting factor variables on hybrid start-ups will be needed in many applications, including the connection between the workplace and the hybrid start-up sector, and the success and failure of the type of hybrid start-up.

Key words: hybrid start-up, behavior model, self-determination motivation, prior knowledge, start-up consulting, start-up behavior intention