Enhancing digital-era entrepreneurial intentions: a strategic model for university students

This study examined the entrepreneurial intentions of students at Rajamangala University of Technology Thanyaburi (RMUTT) in the digital era, focusing on how the entrepreneurial ecosystem (ECO), perceived entrepreneurial orientation (PEO), and entrepreneurial motivation (EM) influence these intentions. A quantitative methodology was employed, involving a survey of 1,064 students selected through stratified random sampling. Structural equation modeling (SEM) revealed that ECO and PEO positively and significantly impacted entrepreneurial intentions (EI), while EM did not directly influence EI, highlighting the mediating roles of PEO and EM. The adjusted model demonstrated a strong fit with empirical data (χ2 = 16.95, df = 12, p = 0.15, RMSEA = 0.02, CFI = 1.00, SRMR = 0.01, GFI = 1.00, AGFI = 0.99). The study’s theoretical contributions include integrating the Theory of Planned Behavior, Effectuation Theory, Learning Theory, and Theory of Motivation into a unified framework, offering insights into the complex interplay between external ecosystems and internal motivational factors. Practically, the study recommends enhancing the ECO through supportive policies, fostering digital and innovation skills, and integrating experiential learning into academic programs to cultivate entrepreneurial intentions in the digital age.