Abstract: In the current booming development of the “Internet + new business forms”, this study explores the influencing factors of college students'entrepreneurial intention, aiming to contribute to the entrepreneurship education in universities and the formulation of relevant policies. By reviewing the literature, potential influencing factors are identified, research hypotheses are put forward, and statistical analysis of the data is carried out using SPSS 27.0 and Amos 23.0 statistical software. The study reveals that the entrepreneurial cognition of “Internet + new business forms”, self-efficacy, entrepreneurship education, and the entrepreneurial environment all have a significant positive impact on college students'entrepreneurial intention. Moreover, self-efficacy plays a crucial mediating role between entrepreneurship education and entrepreneurial intention. The research findings provide theoretical support for the improvement of the entrepreneurship education system in universities and the formulation of policies.

Key words: Internet + new business form, College students'willingness to start, Entrepreneurial cognition, Self-efficacy, Entrepreneurial education, Entrepreneurial environment