Abstract 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.
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