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Nowadays, because high youth unemployment is one of the most serious social problems,
the research that can shed light on the ways of promoting entrepreneurship of college
students in Korea has become very important. Regulatory focus theory focuses on
two individual traits, promotion focus and prevention focus, originate from two distinct
orientations when people pursue two different goals. Individuals adopting a promotion
focus pursue aspirations and goals actively and show profit maximizing behaviors while
individuals adopting a prevention focus pursue immediate duties and obligations and
show risk averse behaviors. Individuals adopting a promotional focus perceive the needs
related to nurturance, accomplishment and progress while individuals adopting a prevention
focus perceive the needs related to safety, security, and protection. Until now,
using regulatory focus theory, many researchers have worked on various research issues
in marketing and psychology. However, regulatory focus theory is new to entrepreneurship
studies. In this article, we analyze the relationship among regulatory focus, entrepreneurial
orientation, entrepreneurial motivation, and entrepreneurial intention of college
students in Korea.