The moderating role of attitude-related variables in the link between personality characteristics and digital entrepreneurship desire: A study of Ha'il's efforts for competitive advantage in Saudi Arabia

Abstract

This research article aims to explore the influence of attitude-related variables on the relationship between personality traits and the inclination to participate in digital entrepreneurship, within the context of Ha'il's endeavors for competitive advantage in Saudi Arabia. In alignment with global trends, the emerging generation of Saudi entrepreneurs is increasingly reliant on technology for commercial operations. Consequently, digital entrepreneurship research has gained early attention, particularly in Ha'il, Saudi Arabia. The attitudes under examination comprise three components: behavioral, cognitive, and affective. We specifically targeted undergraduate students enrolled in the College of Business Administration at the University of Ha'il and distributed 241 questionnaires among them. Employing SMART PLS software for analysis, we discovered that personality traits significantly shape the interplay between attitudes and entrepreneurial intentions. This study's findings hold potential implications for understanding Ha'il's competitive advantages and aligning with Saudi Arabia's Vision 2030. Despite limitations in sample size and the use of electronic data collection, future research could delve into the drivers of digital entrepreneurial intention in Ha'il, as a strategic means to gain a competitive edge.