The entrepreneurial aspirations of athletes transitioning out of their sporting careers represent a compelling frontier in both psychological research and economic development policy. A recent study elucidates this phenomenon through the lens of the renowned Theory of Planned Behavior (TPB), shedding new light on how retired athletes develop intentions to embark on entrepreneurial ventures. By rigorously applying and extending TPB, the research reveals nuanced mechanisms through which athletes’ subjective social experiences, attitudes, and perceived control converge to shape their motivations in a post-athletic context. This innovative approach not only reaffirms TPB’s explanatory bandwidth but also introduces critical variables that deepen our understanding of entrepreneurial intention formation in this unique demographic.
At the heart of this scholarly inquiry lies an affirmation of the Theory of Planned Behavior’s robustness in explaining entrepreneurial intentions among athletes, a group characterized by distinctive career trajectories and psychological profiles. Unlike general populations, athletes face abrupt and often challenging career changes dictated by physical constraints and competitive timelines. This context necessitates reliance on psychological motivators such as social support, self-attitude, and perceived control, which TPB conceptualizes as subjective norms, attitudes toward behavior, and perceived behavioral control, respectively. The study’s systematic analysis confirms that these constructs effectively account for athletes’ entrepreneurial intentions, thereby establishing TPB’s adaptability and relevance beyond its traditional domains.
The innovative thrust of the research emerges through its theoretical extension of the TPB framework by incorporating two pivotal variables: entrepreneurial cognition and the entrepreneurial external environment. Entrepreneurial cognition refers to the mental processes underpinning how individuals perceive, process, and utilize entrepreneurial-related information. This cognitive dimension exerts both direct influence on the formation of entrepreneurial intentions and operates as a mediator linking the classic TPB antecedents to intention. The recognition of such a mediating “information processing mechanism” marks a significant conceptual advancement, providing a textured portrayal of how athletes internally integrate social cues and personal judgments into robust entrepreneurial motivation.
The inclusion of the entrepreneurial external environment enriches this model by accounting for external contextual factors that shape opportunity recognition and motivational dynamics. Elements such as market conditions, institutional support, and cultural norms are conceptualized as influential yet often overlooked variables. By situating entrepreneurial cognition alongside these external forces, the study offers a comprehensive, multi-layered model that captures the intricate interplay between internal psychology and extrinsic conditions in shaping athletes’ entrepreneurial ambitions.
Methodologically, the research employs structural equation modeling (SEM) to rigorously test the hypothesized relationships within the augmented TPB framework. SEM’s capability to evaluate complex variable interactions and mediational pathways lends statistical rigor to the theoretical claims. The empirical results not only substantiate the hypothesized paths but also quantify the incremental explanatory power conferred by entrepreneurial cognition and external environment variables. This robust analytical approach underscores the study’s contribution to both theoretical refinement and empirical validation within the domain of entrepreneurial psychology.
Practically, this research offers critical and actionable insights for stakeholders invested in facilitating athletes’ successful transition into entrepreneurship. One of the most pivotal recommendations centers around cognitive-oriented entrepreneurship training orchestrated by sports authorities and retired athlete service organizations. Such training programs emphasize entrepreneurial resource identification, rigorous risk assessment, and competency evaluation, utilizing case-based learning and situation-specific exercises. This cognitive scaffolding enables athletes to transform their experiential “action advantages” from the sports field into structured entrepreneurial knowledge and decision-making capacity.
Further practical implications highlight the role of social influences, where coaches, family, and teammates function as motivational agents crucial in nurturing entrepreneurial intentions. Sports organizations are encouraged to implement “entrepreneurial counseling contact mechanisms” where mentors familiar with athletes’ career dynamics provide continuous psychological support and reinforce belief systems conducive to entrepreneurship. Family support is likewise integral, fostering a supportive ecosystem that affirms diverse future career paths, strengthens entrepreneurial identity, and enhances perceived social security, which is vital for sustained commitment to entrepreneurial endeavors.
From the perspective of the athletes themselves, the study underscores the imperative of proactive engagement in broadening cognitive horizons and experiential learning. Immersion in entrepreneurial practices, vigilant attention to market signals, and interaction with diverse social networks outside the sporting world are recommended as strategies to accumulate business acumen. Such deliberate efforts facilitate not only opportunity recognition but also recalibrate self-identity from “athlete” to “entrepreneur,” enabling smoother cognitive and behavioral transitions crucial for post-retirement success.
The study’s findings have implications that transcend the athlete population, illuminating broader questions about the role of cognition in the translation of intention into behavior in specialized occupational groups. By tracing the pathways through which information processing mediates social and personal antecedents, the research bridges psychological theory and practical entrepreneurship studies. This fusion offers fertile ground for developing targeted interventions designed to enhance entrepreneurial outcomes across diverse yet comparably complex career shifts.
Additionally, the nuanced understanding of entrepreneurial intention formation in athletes invites reconsideration of existing support infrastructures. The alignment of cognitive training, social reinforcement, and environmental facilitation presents a holistic framework that is adaptable across cultural and institutional contexts. Such scalability not only benefits individual athletes but also advances economic diversification by harnessing untapped entrepreneurial potential within retired sports professionals.
The research further revitalizes the concept of localization in behavioral theories by demonstrating how TPB can be tailored and extended to accommodate the idiosyncrasies of specific subpopulations. The articulation of additional mediating and moderating variables enriches the explanatory and predictive precision of TPB within the entrepreneurial domain, encouraging future scholarship to pursue context-sensitive theoretical adaptations. This methodological pluralism enhances the relevance of foundational psychological models in capturing real-world behavioral complexities.
Moreover, this study highlights the critical interplay between psychological attitudes and socio-environmental contexts, pointing to the fact that entrepreneurial intentions arise not merely from individual mindset but through dynamic interactions with immediate support networks and broader entrepreneurial ecosystems. In doing so, it challenges reductionist views of entrepreneurial motivation, advocating for systemic thinking that integrates cognitive, social, and environmental dimensions.
The deployment of entrepreneurial cognition as a central mediating variable also opens new vistas for exploring how information processing shapes decision-making under uncertainty—a ubiquitous condition in both sports careers and entrepreneurial ventures. This nexus between cognitive mechanisms and behavioral choice presents practical avenues for designing cognitive training modules aimed at enhancing risk assessment and opportunity identification skills, which can be tailored to athletes’ particular psychological and career profiles.
In summary, this groundbreaking study articulates a sophisticated model of entrepreneurial intention formation among retired athletes, leveraging and extending the Theory of Planned Behavior with insightful incorporation of entrepreneurial cognition and external environment factors. Through rigorous structural modeling and rich theoretical elaboration, it advances both academic understanding and practical strategies aimed at fostering successful athlete entrepreneurship. Its comprehensive findings and actionable recommendations resonate well beyond the sporting world, positioning this research as a seminal contribution to the interdisciplinary fields of entrepreneurship, psychology, and career transitions.
Subject of Research: The formation mechanisms of entrepreneurial intentions among retired athletes, analyzed through the Theory of Planned Behavior, enhanced by entrepreneurial cognition and external environmental factors.
Article Title: Exploring athletes’ entrepreneurial intentions after retirement: a structural equation modeling explanation mediated by entrepreneurial cognition.
Article References:
Tian, Y., Yang, S. Exploring athletes’ entrepreneurial intentions after retirement: a structural equation modeling explanation mediated by entrepreneurial cognition. Humanit Soc Sci Commun 12, 1244 (2025). https://doi.org/10.1057/s41599-025-05628-8
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