Discover Ethnic Minority Groups' Digital Entrepreneurship Motivation Based on Emotional and Instrumental Effects

Building upon the demonstrated advantages of digital entrepreneurship within the live streaming economy, ethnic minority groups (EMGs) are increasingly leveraging their cultural resources to create marketing content and facilitate commercial activity. To investigate the drivers of digital entrepreneurship among EMGs, this study employs social support theory, categorising influencing factors into dimensions of emotional and instrumental support. Acknowledging the distinct socio-cultural contexts of EMGs relative to the majority population, this research examines variables shaped by these unique backgrounds. An analysis of 517 EMG entrepreneurs indicates that factors, including peer trust and familial approval, positively influence entrepreneurial motivation, thereby shaping subsequent behavioural responses. Furthermore, Importance-Performance Map Analysis (IPMA) reveals that access to advice and financial support constitutes a factor of both higher importance and performance in motivating EMGs' digital entrepreneurship compared to other variables. These findings provide scholars and policymakers with insights to develop targeted strategies that acknowledge the distinctive characteristics of EMG entrepreneurs and foster their participation in the digital economy.