Cultivando ecosistemas empresariales sostenibles: cómo la creatividad transforma la motivación en actitudes emprendedoras entre los estudiantes universitarios de primer año.

内容摘要

Youth unemployment in emerging economies threatens sustainable development, yet universities remain underutilized as entrepreneurial ecosystem builders. This study addresses a critical gap in understanding how psychological mechanisms shape entrepreneurial attitudes, essential for SDG 8 (Decent Work) and SDG 4 (Quality Education). We examine whether entrepreneurial creativity mediates the intrinsic motivation-entrepreneurial attitude relationship, and whether perceived family support moderates this pathway, a moderated mediation model rarely tested in collectivist, emerging-market contexts. A cross-sectional survey of 600 first-year students from public and private universities in northern Peru (Trujillo, Piura, Chiclayo) was conducted using validated instruments with a 5-point Likert scale. The moderated mediation model was analyzed using Hayes' PROCESS Model 14 with 5,000 bootstrap resamples and bias-corrected 95% confidence intervals. The measurement model was evaluated through confirmatory factor analysis (CFA) with configural, metric, and scalar invariance testing by university type and gender. Creativity fully mediated the motivation&#x2192;attitude relationship (indirect effect: &#x3b2; = .25, 95% CI [.19, .32]), while the direct effect was nonsignificant (&#x3b2; = .05, p = .214), indicating motivation operates exclusively through creativity development. Family support significantly moderated the creativity&#x2192;attitude pathway (interaction: &#x3b2; = .11, p < .001), with amplified effects at higher support levels (+1SD: &#x3b2; = .65 vs. -1SD: &#x3b2; = .39). The Johnson-Neyman threshold identified a critical family support value of 2.3 on the 1-7 scale. The model explained 51% of variance in entrepreneurial attitude (R 2 = .51), with superior predictive validity compared to the base model (Q 2 = .32 vs&#xa0;.26). In collectivist contexts such as Peru, intrinsic motivation is associated with entrepreneurial attitude through entrepreneurial creativity, consistent with a conditional indirect-effect interpretation rather than a causal one. Universities may benefit from piloting creativity-enhancing pedagogies integrated with family engagement programs to build sustainable entrepreneurial ecosystems, particularly in regions with strong familial values.