Exploring the role of generative artificial intelligence (ChatGPT) adoption in digital social entrepreneurship: a serial mediation model

Purpose Using an integrated framework of the Entrepreneurial Event Model and the Stimulus–Organism–Response theory, this study aims to investigate how artificial intelligence (AI)-driven stimulus [Generative AI (ChatGPT) adoption in digital social entrepreneurship] affects individuals’ cognitive processes (perceived feasibility and perceived desirability), which subsequently influence their behavioral intentions (digital social entrepreneurial intention). Design/methodology/approach This research used a stratified sampling method to survey 986 higher education students in Vietnam. Hypotheses were tested using structural equation modeling. Findings The results indicate that GenAI (ChatGPT) adoption in digital social entrepreneurship significantly enhances both perceived feasibility and perceived desirability. These cognitive perceptions are positively associated with intentions to engage in digital social entrepreneurship. In addition, this study finds that GenAI (ChatGPT) adoption in digital social entrepreneurship poses a serial indirect effect on digital social entrepreneurial intention through a perceived feasibility–perceived desirability path. Practical implications The findings provide actionable recommendations for aspiring students (potential future entrepreneurs), educators and policymakers to foster the use of AI technologies in promoting digital social entrepreneurship. Originality/value This study offers substantial theoretical contributions by merging the Entrepreneurial Event Model and the Stimulus–Organism–Response framework. Thus, it advances the extant understanding of the cognitive mechanisms driving digital social entrepreneurial decision-making in the context of AI adoption. This research addresses a critical gap and establishes a foundation for future theoretical advancements in digital social entrepreneurship and AI integration.