The work presents an analysis of scientific and theoretical concepts and approaches to the study of the problem of motivation of entrepreneurial activity among students, its psychological specificity, typology, regulatory factors and psychological and pedagogical conditions of development are revealed and described. The scientific novelty and theoretical significance of the scientific work have been determined, which consist in the fact that: First: - the typological features of the motivation of entrepreneurial activity at the student age are determined; - the regulatory potential of political motivation for entrepreneurial activity has been determined, under the condition of which the focus on building a career and interest in the content of work is actualized among students; - the negative impact of a decrease in work motivation and entrepreneurial motivation on the actualization of career orientations and enrichment motives is shown; an expanded view of: - the age-specific nature of the development of entrepreneurial motives in the student age, which is characterized by dynamism, hierarchy, the stability of the manifestation of the motives of commercial success, freedom and independence; typological features of entrepreneurial motivation in youth; - student age as a sensitive period for the development of entrepreneurial motivation as an expression of the desire for achievements, freedom, initiative, innovativeness through awareness of the risks of entrepreneurship and improvement of one's personality; received further development: - means of psychological support for the development of motivation for entrepreneurial activity in student age. The practical significance of the work consists in creating a typology of entrepreneurial motivation of an individual, implementing a development program to promote entrepreneurial motivation in students. The result of the theoretical analysis is the substantiation of the typology of entrepreneurial motivation in student age, the role of entrepreneurial motives in the self-regulation of an individual's labor activity. Motivation Entrepreneurial activity is defined as the motivation of an individual to entrepreneurship, based on the desire for achievements, freedom, initiative, innovativeness through awareness of the risks of entrepreneurship and improving one's personality. Psychological factors of implementation entrepreneurial potential of students of student age as a labor subject motivational, value and career orientations, level of subjective control, effectiveness and efficiency as regulatory properties personality. In the course of the ascertainment study, the age specificity of entrepreneurial motives was determined depending on the originality of the leading activity, which is characterized by the dynamic manifestation of motives at different stages of student age, hierarchy and duration in time – stability. Four typological profiles of entrepreneurial motivation were empirically identified: "Moderate motivation for entrepreneurial activity", "Motivation for selfrealization in entrepreneurship in the organization", "Semi-motivation for entrepreneurship", "Low motivation for entrepreneurship", among which the last two are most typical for students. Five styles of self-regulation of subjects of labor activity with different types of entrepreneurial motivation are defined: autonomous regulation, balanced regulation, motivation to work, introjected regulation, externally motivated regulation, named according to the most pronounced type of self-regulation. The regulatory features of the labor activity of students with different profiles of entrepreneurial motivation are outlined: with reduced motivation for entrepreneurship, satisfaction with work pay and all regulators of labor activity are expressed the weakest, career orientations towards service and challenge are suppressed, on the other hand, with semi-motivation for entrepreneurship, students have an intrinsic motivation for labor activity , motivation for enrichment, the highest indicators of career orientations for the achievement of professional competence, autonomy, stability of work and place of residence, entrepreneurship, and in the motivation of self-realization in entrepreneurship, students are characterized by a combination of external and internal motivation for work.
