Abstract

Purpose: This study examines how digital distribution platform utilization and brand storytelling capability of beauty industry entrepreneurs influence entrepreneurial intention, with entrepreneurial self-efficacy (ESE) and market opportunity recognition (MOR) as mediators. By analyzing both direct and sequential mediation, the study develops an integrated framework connecting entrepreneurial capabilities, distribution-oriented cognition, and entrepreneurial intention. Research design, data, and methodology: A quantitative survey was conducted with 494 current and prospective entrepreneurs in Korea’s beauty sector. Measurement items were adapted from prior research, refined through exploratory factor analysis (EFA) and reliability testing. The SPSS PROCESS macro v4.2 was used to test mediation (Model 4) and sequential mediation (Model 6), with 10,000 bootstrap samples and 95% confidence intervals. Results: All four digital distribution platform dimensions and three storytelling dimensions (narrative construction, identity expression, social media response utilization) showed significant indirect effects on entrepreneurial intention via ESE and MOR. Sequential mediation pathways were consistently significant. Conclusions: Digital distribution and storytelling capabilities affect entrepreneurial intention through ESE and MOR, with sequential mediation strongly supported. These results highlight the interaction of psychological confidence and market sensitivity in strengthening entrepreneurial intentions, offering theoretical contributions and practical implications for entrepreneurship education, trade logistics strategies, and policy support.