ChatGPT adoption and digital entrepreneurial intentions: An empirical research based on the theory of planned behaviour

Abstract

Objective: The objective of the article is to adopt the theory of planned behaviour to explore how ChatGPT adoption in entrepreneurship can inspire individuals’ intentions to become digital entrepreneurs underlying the nuanced mediation mechanism of psychological and cognitive constructs (attitude towards digital entrepreneurship, subjective norms, and perceived behavioural control).

Research Design & Methods: Drawing on the sample of 604 higher education students at six universities in Vietnam, I used Cronbach’s alpha and confirmatory factor analysis to test the construct’s consistent reliability and validity. Then, I used multiple regression to test hypotheses.

Findings: Results of the current research reported that ChatGPT adoption in entrepreneurship significantly and positively affects individuals’ attitudes towards digital entrepreneurship, subjective norms, perceived behavioural control, and digital entrepreneurial intentions. Interestingly, three core antecedents in the theory of planned behaviour significantly mediate the impacts of ChatGPT adoption in entrepreneurship on digital entrepreneurial intentions.

Implications & Recommendations: The practical takeaways include enhancing education with tech-positive modules, personalized guidance for digital entrepreneurs, hands-on skill development through workshops, and AI-friendly policies for business integration.

Contribution & Value Added: The current research is the first study which provides empirical evidence indicating the impacts of ChatGPT adoption in entrepreneurship on individuals’ attitudes towards digital entrepreneurship, subjective norms, and perceived behavioural control, which, in turn, inspire their digital entrepreneurial intentions. Thus, these findings contribute to the extent of entrepreneurship literature, especially in the landscape of the AI revolution.

Keywords

ChatGPT adoption in entrepreneurship, Theory of Planned Behaviour, digital entrepreneurial intentions , attitudes towards digital entrepreneurship, subjective norms, perceived behavioural control

Author Biography

Cong Doanh Duong

PhD in Business Management (2019, National Economics University, Vietnam & University of Szczecin, Poland-Erasmus Mundus Programme); Master of Science in Management (2016, KEDGE Business School, France); Bachelor of Business Administration (2011, National Economics University, Vietnam). His research interests include entrepreneurship, corporate social responsibility, and green consumption.

Correspondence to: Doanh Duong Cong, PhD, Department of General Management, Faculty of Business Management, National Economics University, 207 Giai Phong, Hanoi, Vietnam, e-mail: doanhdc@neu.edu.vn

References

1. Abaddi, S. (2023). GPT revolution and digital entrepreneurial intentions. Journal of Entrepreneurship in Emerging Economies, Vol. ahead-of-print, 1-28. https://doi.org/10.1108/jeee-07-2023-0260
2. Abdelfattah, F., Al Halbusi, H., & Al-Brwani, R.M. (2022). Influence of self-perceived creativity and social media use in predicting E-entrepreneurial intention. International Journal of Innovation Studies, 6(3), 119-127. https://doi.org/10.1016/j.ijis.2022.04.003
3. Ajzen, I. (1991). The Theory of Planned Behavior. Journal of Behavior and Human Decision Process, 50, 197-211. https://doi.org/https://doi.org/10.1016/0749-5978(91)90020-T
4. Al-Mamary, Y.H.S., & Alraja, M.M. (2022). Understanding entrepreneurship intention and behavior in the light of TPB model from the digital entrepreneurship perspective. International Journal of Information Management Data Insights, 2(2), 1-8. https://doi.org/10.1016/j.jjimei.2022.100106
5. Aloulou, W., Ayadi, F., Ramadani, V., & Dana, L.-P. (2023). Dreaming digital or chasing new real pathways? Unveiling the determinants shaping Saudi youth’s digital entrepreneurial intention. International Journal of Entrepreneurial Behavior & Research, Vol. ahead-of-print, 1-26. https://doi.org/10.1108/ijebr-10-2022-0942
6. Ashraf, M.A., Alam, M.M.D., & Alexa, L. (2021). Making decision with an alternative mind-set: Predicting entrepreneurial intention toward f-commerce in a cross-country context. Journal of Retailing and Consumer Services, 60, 1-15. https://doi.org/10.1016/j.jretconser.2021.102475
7. Christmann, A., & Van Aelst, S. (2006). Robust estimation of Cronbach’s alpha. Journal of Multivariate Analysis, 97(7), 1660-1674. https://doi.org/10.1016/j.jmva.2005.05.012
8. Davidsson, P., & Sufyan, M. (2023). What does AI think of AI as an external enabler (EE) of entrepreneurship? An assessment through and of the EE framework. Journal of Business Venturing Insights, 20, 1-12. https://doi.org/10.1016/j.jbvi.2023.e00413
9. Duong, C.D., Vu, T.N., & Ngo, T.V.N. (2023). Applying a modified technology acceptance model to explain higher education students’ usage of ChatGPT: A serial multiple mediation model with knowledge sharing as a moderator. The International Journal of Management Education, 21(3), 1-18. https://doi.org/10.1016/j.ijme.2023.100883
10. Elnadi, M., & Gheith, M.H. (2023). The role of individual characteristics in shaping digital entrepreneurial intention among university students: Evidence from Saudi Arabia. Thinking Skills and Creativity, 47, 1-22. https://doi.org/10.1016/j.tsc.2023.101236
11. Garcez, A., Franco, M., & Silva, R. (2023). The influence of the pillars of digital academic entrepreneurship on university students’ entrepreneurial intention. European Journal of Innovation Management, Vol. ahead-of-print, 1-25. https://doi.org/10.1108/ejim-01-2023-0051
12. Gupta, B.B., Gaurav, A., Panigrahi, P.K., & Arya, V. (2023). Analysis of artificial intelligence-based technologies and approaches on sustainable entrepreneurship. Technological Forecasting and Social Change, 186, 1-9. https://doi.org/10.1016/j.techfore.2022.122152
13. Hair, J.F., Howard, M.C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110. https://doi.org/10.1016/j.jbusres.2019.11.069
14. Hussen, M.S. (2023). Institutional quality and economic growth in Sub-Saharan Africa: a panel data approach. Journal of Economics and Development, 25(4), 332-348. https://doi.org/10.1108/jed-11-2022-0231
15. Korzynski, P., Mazurek, G., Altmann, A., Ejdys, J., Kazlauskaite, R., Paliszkiewicz, J., Wach, K., & Ziemba, E. (2023). Generative artificial intelligence as a new context for management theories: analysis of ChatGPT. Central European Management Journal, 13(1), 3-13. https://doi.org/10.1108/cemj-02-2023-0091
16. Kraus, S., Vonmetz, K., Bullini Orlandi, L., Zardini, A., & Rossignoli, C. (2023). Digital entrepreneurship: The role of entrepreneurial orientation and digitalization for disruptive innovation. Technological Forecasting and Social Change, 193, 1-12. https://doi.org/10.1016/j.techfore.2023.122638
17. Mir, A.A., Hassan, S., & Khan, S.J. (2022). Understanding digital entrepreneurial intentions: A capital theory perspective. International Journal of Emerging Markets, 18(12), 6165-6191. https://doi.org/10.1108/ijoem-05-2021-0687
18. Nguyen, N.M. (2023). The effect of FDI on domestic entrepreneurship: the case of greenfield investment and cross-border M&A activities. Journal of Economics and Development, 25(1), 62-78. https://doi.org/10.1108/jed-11-2022-0228
19. Shepherd, D.A., & Majchrzak, A. (2022). Machines augmenting entrepreneurs: Opportunities (and threats) at the Nexus of artificial intelligence and entrepreneurship. Journal of Business Venturing, 37(4), 1-19. https://doi.org/10.1016/j.jbusvent.2022.106227
20. Short, C.E., & Short, J.C. (2023). The artificially intelligent entrepreneur: ChatGPT, prompt engineering, and entrepreneurial rhetoric creation. Journal of Business Venturing Insights, 19, 1-10. https://doi.org/10.1016/j.jbvi.2023.e00388
21. Taylor, S., & Todd, P.A. Understanding Information Technology Usage: A Test of Competing Models. Information Systems Research, 6(2), 144-176. Retrieved from http://www.jstor.org/stable/23011007 on July 1, 2023.
22. Tran, V.H., Vu, T.N., Pham, H.T., Nguyen, T.P.T., & Duong, C.D. (2023). Closing the entrepreneurial attitude-intention-behavior gap: the direct and moderating role of entrepreneurship education. Journal of International Education in Business, 0(0), 1-26. https://doi.org/10.1108/jieb-05-2023-0026
23. Truong, H.T., Le, T.P., Pham, H.T.T., Do, D.A., & Pham, T.T. (2022). A mixed approach to understanding sustainable entrepreneurial intention. The International Journal of Management Education, 20(3), 1-14. https://doi.org/10.1016/j.ijme.2022.100731
24. Vecchiarini, M., & Somià, T. (2023). Redefining entrepreneurship education in the age of artificial intelligence: An explorative analysis. The International Journal of Management Education, 21(3), 1-11. https://doi.org/10.1016/j.ijme.2023.100879
25. Wach, K., Duong, C.D., Ejdys, J., Kazlauskaitė, R., Korzynski, P., Mazurek, G., Paliszkiewicz, J., & Ziemba, E. (2023). The dark side of generative artificial intelligence: A critical analysis of controversies and risks of ChatGPT. Entrepreneurial Business and Economics Review, 11(2), 7-24. https://doi.org/10.15678/EBER.2023.110201
26. Wach, K., Maciejewski, M., & Głodowska, A. (2022). U-Shaped Relationship in International Entrepreneurship: Entrepreneurial Orientation and Innovation as Drivers of Internationalisation of Firms. Technological and Economic Development of Economy, 28(4), 1044-1067. https://doi.org/10.3846/tede.2022.16690
27. Wach, K., Maciejewski, M., & Głodowska, A. (2023). Inside entrepreneurial orientation: Do risk-taking and innovativeness influence proactiveness?. Economics and Sociology, 16(1). https://doi.org/10.14254/2071-789X.2023/16-1/11
28. Webometrics. (2023). Ranking Web of Vietnam Universities. https://www.webometrics.info/en/asia/vietnam
29. Xin, B., & Ma, X. (2023). Gamifying Online Entrepreneurship Education and Digital Entrepreneurial Intentions: An Empirical Study. Entertainment Computing, 46, 1-11. https://doi.org/10.1016/j.entcom.2023.100552
30. Zaremohzzabieh, Z., Samah, B.A., Muhammad, M., Omar, S.Z., Bolong, J., Hassan, S.B.H., & Mohamed Shaffril, H.A. (2016). Information and Communications Technology Acceptance by Youth Entrepreneurs in Rural Malaysian Communities: The Mediating Effects of Attitude and Entrepreneurial Intention. Information Technology for Development, 22(4), 606-629. https://doi.org/10.1080/02681102.2015.1128384