An extended theory of planned behavior for digital entrepreneurship intention

Abstract

The objective of this study is to examine the factors affecting digital entrepreneurship intention, encompassing the original theory of planned behavior and additional constructs to observe the intention in business and non-business students. The six constructs are attitude toward change, subjective norms, perceived behavioral control, creativity, innovativeness, and social media use. This study used a quantitative approach, using a five-point Likert-scale questionnaire for a total of 401 students, consisting of 209 business and 192 non-business students with an extensive study on multi-group analysis. The data was analyzed using the SEM approach. Results revealed that attitude toward change, creativity, and social media use were supported. However, a distinct observation was found in the multi-group analysis in which creativity and social media use were supported in business students, while only innovativeness was supported in non-business students. T-test and One-way ANOVA were conducted to compare means across major of study, level of education, and family background. Implication of the thematic paper: Entrepreneurship boosts economic growth by providing jobs and opportunities to its economy. Therefore, digital entrepreneurship is an exploitation of business opportunities with the support of digital technologies, platforms, and infrastructure. Digital entrepreneurship is still in its infancy, yet this study contributes useful observations, adopting the theory of planned behavior and the motivational factors associated with digital entrepreneurship intention among students.