INDIVIDUAL PSYCHOLOGY OF ENTREPRENEUR – ROLE OF MOTIVATION OF NEW BUSINESS START UP IN E-COMMERCE

Research pertaining to psychology of entrepreneur as one of main components that contributes to entrepreneurship especially new venture creation is still limited and not much have been explored and revealed. Lately, a few approaches that look at the role psychology of an entrepreneur related to cognitive, personality and motivation that indeed responsible for new venture creation have been developed. The aim of this research is to understand how motivation of e-commerce entrepreneur that responsible for business start-up in the business in Malaysia. Using a case study approach, nine successful e-commerce entrepreneurs were interviewed. Fieldwork began in May 2013 and ended in June 2014. A result of the study showed motivation to succeed in the business was the main reason that justified new business venture in e-commerce. Hence, relevant stakeholders and the government are responsible to boost entrepreneurship activities to instill element of entrepreneurial motivation in order to contribute to the economy through the establishment of e-commerce that deems to have huge potential market in the future.