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AI adoption and digital entrepreneurial intentions: A theory of planned behaviour and technology acceptance model approach

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  • Sharma, Asmita
  • Goel, Anushka
  • Taneja, Udita

Abstract

As artificial intelligence (AI) continues to transform conventional business models, stimulate innovation, and generate new entrepreneurial prospects, its adoption is becoming increasingly important for the growth and success of digital entrepreneurship. This study examines the influence of AI adoption on the digital entrepreneurial intentions of the youth. The theoretical framework integrates the constructs of the Technology Acceptance Model and the Theory of Planned Behaviour, along with digital innovativeness and risk propensity. The Technology Acceptance Model explains how perceived usefulness and perceived ease of use of AI technologies shape individuals' intentions to adopt AI. The Theory of Planned Behaviour assesses how attitudes, subjective norms, and perceived behavioural control influence intentions to pursue digital entrepreneurship. This research also examines the moderating effects of digital entrepreneurial self-efficacy on the relationship between attitude and digital entrepreneurial intention. Structural equation modelling was employed on a sample of 392 participants aged 18–29 years. The results show that perceived usefulness, perceived ease of use and digital innovativeness positively impact AI adoption, which in turn enhances attitude, subjective norms and perceived behavioural control. Risk propensity influences perceived behavioural control, while attitude, subjective norms, and perceived behavioural control significantly impact digital entrepreneurial intention. This research advances theoretical understanding of AI's role in digital entrepreneurship and offers practical insights for educational institutions, policymakers, and businesses.

Suggested Citation

  • Sharma, Asmita & Goel, Anushka & Taneja, Udita, 2026. "AI adoption and digital entrepreneurial intentions: A theory of planned behaviour and technology acceptance model approach," Technology in Society, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:teinso:v:84:y:2026:i:c:s0160791x25003276
    DOI: 10.1016/j.techsoc.2025.103137
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