Due to societal biases and entrenched gender norms, women entrepreneurs often face significant levels of gender discrimination. Confronted with the dual pressures of conforming to traditional gender roles and navigating the unpredictability of the entrepreneurial process, they may choose to pivot their business to respond to the diverse challenges of the entrepreneurial environment. Grounded in the conservation of resource theory (Hobfoll, 1989), this study employs a two-stage survey of 129 Chinese women entrepreneurs to investigate the mechanisms through which perceived gender discrimination influences their intention to pursue pivots. The findings reveal an indirect effect of perceived gender discrimination on intention to pivot, mediated by motivational control, with this effect moderated by perceived empowerment. This research offers new insights into the complex interplay between gender and entrepreneurial pivot in women entrepreneurship. Additionally, it seeks to support the growth of high-quality women-led businesses by providing actionable guidance and addressing the societal biases that hinder their progress.
