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As an important measure to help returning migrant workers (RMWs) to make entrepreneurial decisions, media coverage received much attention in recent years in China. In this study, we take the hierarchical regression method to examine how media coverage of entrepreneurship (MCE) affects the entrepreneurial intention (EI) and entrepreneurial decision-making (ED) of RMWs. The results prove that MCE has a significant positive effect on EI and ED of RMWs and that the entrepreneurial knowledge (EK) negatively moderates the relationship between MCE and EI of RMWs and positively moderates the mediating effect of EI. Meanwhile, we also find that risk propensity (RP) of RMWs plays a positive role in the above-mentioned relationship. The obtained results enlighten us on the fact that we should not only pay attention to the agenda-setting effect of the media coverage but also carry out differentiated MCE for RMWs with different EKs and RP.

How Does Media Coverage of Entrepreneurship Affect Entrepreneurial Decision-Making of Returning Migrant Workers in China? A Moderated Mediation Model