Purpose This paper aims to discover push-and-pull factors that affect ethnic minority groups’ (EMGs) motivation to promote digital entrepreneurship in the live streaming economy. Based on their positive and negative impacts, this paper designs pull factors as independent variables, including peers’ support and policy support, and it analyses push factors, including financial pressure and social competition pressure. Design/methodology/approach By analysing data using partial least squares path modelling and variance-based structural equation modelling, the paper corroborates that peers’ and policy support positively affect EMGs’ digital entrepreneurial motivation and can also reduce EMGs’ financial and social competition pressure. Findings Given the changing nature of EMGs’ digital entrepreneurial motivation, this study comprehensively presents it using the Stimulus-Organism-Response model, thereby enhancing the conceptual framework. Through data collection and data analysis, all hypotheses proposed in this research can be supported. Originality/value The systematic division of push-and-pull factors is based on a literature review of EMGs’ living environments and sociocultural backgrounds, reflecting differences between EMG entrepreneurs and ethnic-majority entrepreneurs.
Lifu Li (Mon,) studied this question.