The Critical First Step on the Digital Entrepreneurial Journey: Examining the Development of Digital Entrepreneurial Intention Through the Lens of Protection Motivation Theory

Abstract

In an era of increasing economic uncertainty and digital transformation, understanding the psychological drivers of digital entrepreneurship is critical. However, existing research studies often overlook how individuals weigh the perceived threats and opportunities of such ventures. To address this gap, this study develops and tests an integrated theoretical model, uniquely combining protection motivation theory to capture threat appraisal with the technology acceptance model to assess opportunity evaluation. We collected cross-sectional survey data from 605 full-time married employees in Taiwan and tested our hypotheses using structural equation modeling. The results reveal that digital entrepreneurial intention is directly and significantly driven by self-efficacy and entrepreneurial optimism. Notably, this optimism is itself fostered by antecedents such as digital capabilities, interpersonal network capitalization, and the perceived feasibility of the venture. Theoretically, this study contributes a more holistic framework for understanding entrepreneurial intent in complex environments. Practically, the findings offer actionable insights for organizations and aspiring entrepreneurs, suggesting that fostering digital skills and facilitating professional networking can be key strategies to cultivate the optimism necessary for launching digital ventures.