Understanding Digital Entrepreneurial Intentions: A Diffusion of Innovation Perspective in Higher Education

Abstract

This investigation examined determinants that shape university students' intentions toward digital entrepreneurship in Bangladesh. The conceptual model integrated attitudes toward technological advancement with digital entrepreneurial intentions, further strengthened by entrepreneurial knowledge and passion. A core aim was bridging prior research deficiencies by establishing critical factors that drive entrepreneurial aspirations. Participants included business students selected from diverse Bangladeshi universities, with data gathered through quantitative methods to measure entrepreneurial inclination. Results revealed an almost equal contribution from all studied factors in forming entrepreneurial intentions. Structural equation modeling assessed predictive capabilities aligned with the diffusion of innovation theory, determining both direct and indirect relationships between variables influencing entrepreneurial intentions. The outcomes underscore entrepreneurial knowledge and passion as integral in nurturing entrepreneurial activities. Additionally, results provide insights into the mechanisms through which entrepreneurial knowledge promotes entrepreneurship. Finally, the study advocates initiatives encouraging digital entrepreneurship.