How does GenAI reinforce higher education students' digital entrepreneurship? The curvilinear roles of perceived digital entrepreneurial desirability and feasibility

Generative Artificial Intelligence (GenAI) is reshaping digital entrepreneurship by altering how individuals perceive and pursue new ventures. This study integrates GenAI adoption into the Entrepreneurial Event Model to examine its influence on perceived desirability, feasibility, and entrepreneurial intention. Using stratified random sampling, data from 1061 Vietnamese university students were analyzed via polynomial regression and response surface analysis. The findings confirm that both the incorporation and infusion of GenAI enhance entrepreneurial intentions, primarily by increasing desirability and feasibility. Cognitive alignment between desirability and feasibility emerged as critical: intentions peak when both are high and congruent, while misalignment dampens commitment. This study contributes to entrepreneurial intention theory by introducing GenAI as a cognitive trigger and uncovering curvilinear effects in cognitive evaluations. Practical implications underscore the need for AI literacy, the structured integration of AI into entrepreneurship education, and supportive ecosystems for AI-driven startups.