The Effect of Theory of Planned Behavior (TBP) and Creativity-Based Industry Perception on Digital Entrepreneurship: An Innovativeness as Mediator

Abstract

This research delves into the factors influencing digital entrepreneurial intention using the Smart PLS algorithm for data analysis. The analysis results strongly support the proposed hypotheses, with indicator values above 0.6 indicating the reliability of variables in the context of digital entrepreneurial intention. The main findings affirm that innovation plays a key mediating role in connecting attitude, subjective norm, and self-efficacy to digital entrepreneurial intention. It is also found that excessive digital entrepreneurial self-efficacy can hinder innovation, and a positive industry perception does not always correlate with high levels of innovation. Creativity proves to be a key element, positively impacting digital entrepreneurial intention and innovation. Other factors, such as planned behavior theory and digital literacy, also contribute positively to digital entrepreneurial intention and innovation. This research provides in-depth insights into the complex interaction of key factors in shaping attitudes and digital entrepreneurial intention. This conclusion has significant implications for the development of a dynamic and innovative digital entrepreneurial ecosystem.