Journal of Entrepreneurship and Innovation Research

Journal of Entrepreneurship and Innovation Research

The AI Advantage in the Formation of Digital Entrepreneurship: The Role of ChatGPT Adoption in Guiding Potential Entrepreneurs' Planned Behavior

Document Type : Original Article

Authors
Samad Barani 1
Rasoul Nosratpanah 2
Shahrokh Beigi 3
1 Department of Management, Shahid Sattari Aeronautical University, Tehran, Iran
2 MSc., Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran.
3 PhD in business policy, Department of Management, Faculty of Management and Economics, Guilan University, Rasht, Iran
10.22034/eir.2025.487611.1124
Abstract
Objective: Job creation, as a key factor in the economic stability of society, can contribute to improved welfare and sustainable development. With the advancement of the digital economy, digital entrepreneurship (DE) has emerged as a solution to address economic challenges and serves as a driving force for employment and poverty reduction in developing countries. This study has investigated the formation of DE by focusing on the artificial intelligence of ChatGPT, and the effect of its adoption on the direction of planned behavior (PB).

Methodology: This study is applied in terms of purpose and uses a descriptive-survey method for data collection. The research population includes master’s and PhD students in the field of entrepreneurship from public universities in Tehran. The sample size was calculated as 263 using G*Power 3.1 software. Data analysis was conducted using Smart PLS3 software.

Findings: The positive impact of adopting ChatGPT on PB (including subjective norms, perceived behavioral control, and attitudes toward DE) and the DE intention was confirmed. Additionally, the positive effect of PB on the DE intention, as well as the DE intention on DE behavior, was validated. Furthermore, the mediating role of perceived behavioral control was confirmed, while the mediating effects of subjective norms and attitudes toward DE were rejected.

Conclusion: The adoption of ChatGPT in entrepreneurship is associated with enhanced entrepreneurial intentions and behaviors among potential entrepreneurs. ChatGPT facilitates access to information and improves decision-making processes, enabling individuals to pursue innovative ideas with greater confidence. The findings can provide valuable insights for macro-level policymaking, particularly in educational institutions aiming to promote entrepreneurship.
Keywords
Artificial Intelligence
ChatGPT
Digital Entrepreneurship
Planned Behavior

Subjects

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