Theory of planned behavior, Technology acceptance model, Family business background, Digital entrepreneurship intention

Abstract

This study explores digital entrepreneurship intention in Vietnam by applying the Theory of planned behavior and the technology acceptance model. The results are essential to supplement the data source of factors affecting individuals’ entrepreneurial intention, especially in the field of digital entrepreneurship, which has not been explored much. Data were collected from 1,243 postgraduate students at universities in Ho Chi Minh City from June to August 2024, using a quantitative method based on the PLS-SEM structural equation model. The results show that digital entrepreneurship intention is affected by Perceived behavioral control and Attitude. In addition, Perceived usefulness and Perceived ease of use also have a positive impact on digital entrepreneurship intention. Besides, family business background does not play a moderating role in the relationship between attitude towards digital entrepreneurship intention. From there, policymakers need to develop and disseminate policies and regulations to ensure cybersecurity and privacy for digital startups in Vietnam.