Self-Demand and Entrepreneurial Decision-Making of Female Entrepreneurs: A Dual-Perspective Exploration

As female entrepreneurship rates rise globally, scholarly focus on this phenomenon has grown though research into the self-demands and intrinsic motivations shaping women’s entrepreneurial choices remains underdeveloped. This study explores how female entrepreneurs’ self-demands influence decision-making processes, with a focus on the mediating roles of intrinsic motivations and perceived value. Drawing on in-depth interviews with 20 female entrepreneurs across diverse industries and demographics, findings reveal that self-demands aligned with Maslow’s hierarchy (physiological, safety, social, esteem, self-actualization) operate dynamically and non-linearly, guiding industry selection, risk management, and growth strategies. Intrinsic motivations (passion/curiosity, altruism, autonomy) and perceived value (economic, social, personal) act as critical mediators, translating abstract self-demands into concrete actions. Gender-specific experiences, including “prove-it-again” bias, caregiving constraints, and industry stereotyping, further contextualize these dynamics. This research refines need-fulfillment and motivation models for female entrepreneurs, challenging the linearity of traditional Maslowian frameworks and highlighting the collective orientation of women’s self-actualization. Practically, it offers insights for tailored support programs honoring women’s multifaceted priorities and addressing gender-specific barriers.