The purpose of this study is to investigate how mental accounting, financial attitude, financial knowledge, and financial self-efficacy affect the financial behavior of university students that engaged in business startups. A total of 400 questionnaires were collected from startup business owners, predominantly aged under 25 and with less than 3 years of business experience. Hypotheses were tested using SMART-PLS. The results indicate that financial attitude and financial self-efficacy have an impact on financial behavior, while mental accounting influences financial self-efficacy and financial attitude, and financial behavior. Furthermore, financial knowledge influences financial attitude, although it does not directly affect financial attitude and mental accounting
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