Personal characteristics, digital skills, and digital entrepreneurial intention among students: The mediating role of risk-taking attitude

Abstract

This study investigates the influence of personal characteristics and digital competencies on Digital Entrepreneurial Intention (DEI) among university students in Vietnam. Drawing on the Theory of Planned Behavior (TPB) and the Entrepreneurial Event Model (EEM) of entrepreneurial intent, the research examines the roles of four key factors: perceived person-entrepreneurship fit, entrepreneurial passion, digital creation and innovation skills, and risk-taking attitude in promoting the entrepreneurship intention in the digital business area. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the data of 509 valid responses collected from students at universities in big cities of Vietnam, the findings reveal that all four factors significantly and positively affect DEI. Furthermore, a risk-taking attitude serves as a partial mediator in the relationships between both entrepreneurial passion and digital skills with DEI. From an educational policy perspective, the findings suggest that universities should integrate digital innovation training, entrepreneurial mindset development, and risk-taking readiness into higher education curricula. Policymakers are encouraged to support digital entrepreneurship education through dedicated modules, experiential learning programs, and interdisciplinary innovation initiatives that strengthen students’ preparedness for digital venture creation.