A model of attitude toward entrepreneurship and the factors influencing this were tested with students in the business department at technological colleges and universities in Taiwan. Personality traits were adopted as the independent variable, environmental cognition as the intervening variable, and attitude toward entrepreneurship as the dependent variable. Survey questionnaires (1,085) were distributed to students of which 881 were returned, and 792 of these were valid. The responses were analyzed using stepwise regression and LISREL. Results indicated that student attitude toward entrepreneurship was affected by environmental cognition and personality traits, which indirectly affected attitude toward entrepreneurship.