The influence of digital competency factors on digital technology usage attitudes of business administration students in the digital business era

Abstract

The digital age has changed the way businesses operate and interact with customers. This has strongly promoted the need for digital competence among business administration students. This study aims to examine the impact of digital competence factors on the attitudes of university students majoring in business administration towards using digital technology. The model is based on the DigComp digital literacy framework and attitudinal behavior theory. Using EFA, CFA, and SEM analysis on survey data collected from 312 students of the Faculty of Business Administration at Nguyen Tat Thanh University. The findings reveal that six digital competence factors have a significant positive impact on the attitude of business administration students towards the use of digital technologies, including: (1) Information security; (2) Information and data literacy; (3) Collaboration in a digital environment; (4) Digital problem solving; (5) Communication in a digital environment and (6) Digital content creation. The study also emphasizes the importance of developing and improving digital competence among business administration students to prepare them for the opportunities and challenges of the digital business era.