[[alternative]]Exploring the Influencing Factors of Individual Entrepreneurship and the Intention of Using the Online Multi-level Marketing Entrepreneurship Platform from the ERG Theory

[[abstract]] 隨著失業率的節節高昇，創業實為提高經濟成長率與降低失業率的途徑之一。因此，本研究旨在探討個人在何種的生活條件下會選擇創業，並且以美安超連鎖事業的連鎖加盟店主為研究對象。 本研究以ERG理論，加入原工作投入、創業態度、創業意圖為中介變數，探討個人在網路創業平台的使用意圖。本研究共發放248份問卷，回收有效問卷共231份，有效回收問卷率為93%。並透過SEM來分析驗證變項之間的關係。經由系統分析後發現生存需求、成長需求對創業態度與創業意圖皆有直接顯著的影響；其次，原工作投入反向影響創業平台使用意圖；最後，創業態度、創業意圖對創業平台使用意圖產生顯著影響。根據研究結果，本研究提供後續研究者與中小企業相關實務與學術上建議。[[abstract]] With the rising unemployment rate, entrepreneurship is one of the ways to increase the economic growth rate and reduce the unemployment rate. Therefore, this study aims to explore what living conditions individuals would choose to start a business, and focus on the franchisees of Market America UnFranchise Owners. This study was used ERG theory and added job involvement,entrepreneurial attitude, and entrepreneurial intention as intervening variable to explore individuals’intentions to use online entrepreneurial platforms. A total of 248 questionnaires were distributed in this study, and 231 valid questionnaires were returned. The valid response rate was 93%. And through SEM to analyze and verify the relationship between variable phases. After analysising, it is found there are a direct and significant impact on entrepreneurial attitudes and entrepreneurial intentions in survival needs and growth needs. Secondly, the original work investment negatively affects the use of entrepreneurial platforms. Finally, entrepreneurial attitudes and entrepreneurial intentions significantly impact on the use of entrepreneurial platforms. According to the research results, this study provides practical and academic suggestions for follow-up researchers and SME