This study is developed based on particular social and cultural backgrounds and discovers young Eastern ethnic minority groups’ (EMGs) online-startup motivation on live streaming platforms. Drawing on the Hofstede cultural dimensions, this paper explores various influencing factors, including peers’ support, conservative thinking and family support. It analyses young Eastern EMGs’ entrepreneurial motivation and behaviour based on the Stimulus, Organism and Response (S-O-R) model. Compared with traditional research models, the combination of the Hofstede cultural theory and the S-O-R model could be conducive to make the research model reflect influencing factors and present their specific relationships. By analysing 531 valid online questionnaires based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the paper proves that peers’ support and family support can reduce young EMGs’ conservative thinking and positively affect young people EMGs’ online-startup motivation. Based on the analysis results, some suggestions are provided for related departments, aiming to enhance young EMGs’ online-startup confidence.

中文翻译：

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社会文化控制对东方少数民族青年网络创业动机的影响

这项研究是基于特定的社会和文化背景而开发的，并发现了年轻的东方少数民族（EMG）在直播平台上的在线创业动机。借鉴霍夫斯泰德文化维度，本文探讨了各种影响因素，包括同伴支持、保守思想和家庭支持。它基于刺激、有机体和反应 (SOR) 模型分析了年轻的东方 EMG 的创业动机和行为。与传统的研究模型相比，霍夫斯泰德文化理论与SOR模型的结合有利于使研究模型反映影响因素并呈现其具体关系。通过对基于偏最小二乘路径建模和基于方差的结构方程建模（PLS-SEM）的531份有效在线问卷进行分析，证明同伴的支持和家庭的支持可以减少青少年肌电图的保守思维，对青少年肌电图产生积极影响。 '在线启动动机。根据分析结果，为相关部门提出了一些建议，旨在增强年轻EMGs在线创业的信心。