Unraveling the determinants of digital entrepreneurial intentions: do performance expectancy of artificial intelligence solutions matter?

Cong Doanh Duong · Trung Thanh Le · Ngoc Su Dang · Ngoc Diep Do · Anh Trong Vu

37 citations0/0 files storedJournal of Small Business and Enterprise Development

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Entrepreneurship Studies and Influences Technology Adoption and User Behaviour SMEs Development and Digital Marketing

Abstract

Purpose Drawing on the Theory of Planned Behavior, this study aims to explore the role of individual digital competencies, encompassing information and data literacy, communication and collaboration, safety and security, and problem-solving, in shaping cognitive determinants and influencing digital entrepreneurial intentions as well as investigates the moderating effect of performance expectancy of AI solutions on the relationship between digital competencies, cognitive determinants, and digital entrepreneurial intention. Design/methodology/approach Using a sample of 1326 MBA students in Vietnam with a stratified sampling approach, the second-order PLS-SEM is used to test the formulated hypotheses rigorously. Findings The study reveals that individual digital competencies, sculpted by information and data literacy, communication and collaboration, safety and security, and problem-solving, significantly impact cognitive determinants (attitude towards digital entrepreneurship, subjective norms, and perceived behavioral control), influencing digital entrepreneurial intentions. Performance expectancy of AI solutions also plays a crucial moderating role, enhancing the relationship between digital competencies and digital entrepreneurial intention. Research limitations/implications Some practical implications have been recommended for policymakers, educators, and entrepreneurs. Originality/value This research provides original empirical findings, validating the impact of a varied array of digital competencies on entrepreneurial mindsets/cognition and intentions. The introduction of performance expectancy of AI solutions as a moderator introduces a nuanced dimension to comprehending the interaction between technological skills and entrepreneurial intentions.

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References

1991The theory of planned behavior 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2000Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being.2003User Acceptance of Information Technology: Toward A Unified View1 2000The Promise of Entrepreneurship as a Field of Research 1994Toward a Unifying Social Cognitive Theory of Career and Academic Interest, Choice, and Performance 2000Competing models of entrepreneurial intentions

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