TBP-EET INTEGRATED MODEL OF UNIVERSITY STUDENTS’ DIGITAL ENTREPRENEURSHIP INTENTIONS – A CASE STUDY OF INDUSTRIAL UNIVERSITY OF HO CHI MINH CITY

Abstract

Nowadays, digital entrepreneurship offers more opportunities for development and survival than traditional business methods due to the boom of the digital economy and e-commerce. In this article, the factors affecting the digital entrepreneurship intention of students at Industrial University of Ho Chi Minh City are examined and discussed based on two theories: The Planned Behavior (TPB) and Entrepreneurial Event Theory (EET). Quantitative data were collected from 302 students in four majors: Business Administration, Marketing, International Business and E-commerce. The selected data were then processed and analysis through SPSS and AMOS statistical software. The results show that four factors, including personality traits, digital entrepreneurship education, attitude essence, and technology inclination, have an indirect positive influence on digital entrepreneurship intention through perceived feasibility, while the risk propensity has a direct impact on digital entrepreneurship intention. From the findings, the study provides some managerial implications for higher education administrators to find ways to promote awareness and confidence, thereby inspiring the spirit of digital entrepreneurship right from the time they are still studying at universities.