Assessing Factors of Digital Entrepreneurial Intention among Young Generation

Abstract

This study aims to identify the factors that influence youngsters’ intention to be involved in digital entrepreneurship. The study also examines the relationships between entrepreneurship education, personal attitude, and digital marketing literacy toward the digital entrepreneurial intention. A total of 151 respondents among students taking entrepreneurship subjects were collected and data were analyzed using the Statistical Package for the Social Sciences (SPSS) version 27.0. Descriptive, correlation, and multiple regression analyses were used to analyze the data. Based on the stepwise method used, it was found that only personal attitude has a significant relationship with digital entrepreneurship intention among students. The personal attitude seems to have a strong relationship with digital entrepreneurial intention. This variable also was the best predictor variable in predicting digital entrepreneurial intention while educational support and digital marketing literacy were rejected. The finding is important to policymakers to formulate suitable policies to be flexible with the nature of young generations to be an entrepreneur. Based on the findings, the current curriculum and prospectus designed in the higher learning institution are beneficial and improve self-confidence and self-efficacy throughout the students’ life experiences. Hence, the Ministry of Higher Education can provide more grants and incentives to the universities to involve students in improving their digital entrepreneurial skills. In the future, the researchers might consider different genders and diversity of ethnicities in the model and add some other variables that affect digital entrepreneurial intention among the young generation such as personality factors, social factors, and risk- taking propensity.