FACTORS INFLUENCING STUDENTS’ DIGITAL ENTREPRENEURIAL INTENTION IN THE CONTEXT OF ARTIFICIAL INTELLIGENCE DEVELOPMENT

Abstract

This study examines the factors influencing students’ digital entrepreneurial intention in the context of the rapid development and widespread application of artificial intelligence (AI) in learning, business, and innovation. Guided by the attitude and perceived behavioral control components of the Theory of Planned Behavior (TPB), the study proposes a model comprising five variables: AI literacy, AI self-efficacy, attitude toward digital entrepreneurship, perceived behavioral control, and digital entrepreneurial intention. Data were collected from 196 students at universities in Ho Chi Minh City who had the intention to engage in digital entrepreneurship, and the data were analyzed using the PLS-SEM method to test the proposed model and research hypotheses. The results show that all six hypotheses were supported. AI literacy and AI self-efficacy both positively affect attitude toward digital entrepreneurship and perceived behavioral control, while attitude toward digital entrepreneurship and perceived behavioral control positively influence digital entrepreneurial intention. The study provides useful implications for universities in enhancing AI-related capabilities and fostering students’ digital entrepreneurial spirit.