Exploring the Drivers of Gen Z's Online Business Intentions

Online business is one of the trends that many young people are interested in because of its flexibility, diversity and compatibility with their strengths. Promoting young people to do online business is also a startup orientation that Vietnam focuses on implementing. This study was conducted to identify factors that have an impact on Gen Z's online business intentions, thereby making appropriate recommendations to regulators. Based on data collected from 302 questionnaires answered by Gen Z in Hanoi, the research team analyzed the data using the PLS-SEM method on Smart-PLS software. The results of the study showed that there were 3 factors that had a positive and statistically significant impact on the business intention of Gen Z out of a total of 6 factors of the proposed research model. Factors that were found to have an impact include: "Personality", "Self-Awareness and Autonomy", "Subjective Norms". Meanwhile, factors: “Entrepreneurship education", "The State’s Incentive Policies", "Technology" have not been noticed to have an impact on Gen Z's online business Intentions.