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Abstract Based on social cognitive theory,the aim of this study is to examine the influencing mechanism of new generation staff's creativity on their entrepreneurial intention and the moderation mechanism of entrepreneurial environment,specifically,the market resource environment and the institution regulation environment.352 new generation employees as empirical samples completed our questionnaire including perceived creativity,entrepreneurial selfefficacy〖JP〗,entrepreneurial intention,and entrepreneurial environment (market resource environment and institution regulation environment).The results show that:the creativity of new generation staff is positivity related to their entrepreneurial intention; new generation staff's entrepreneurial selfefficacy partly mediates the relationship between creativity and their entrepreneurial intention; market resource environment positively moderates the relationship between new generation staff's creativity and their entrepreneurial intention,and the interaction of market resource environment and creativity significantly predicts their entrepreneurial intention via their entrepreneurial selfefficacy.When they perceived the market resource environment is high,the new generation staff may have a higher level of entrepreneurial selfefficacy,and they also have a higher entrepreneurial intention.
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