The impact of artificial intelligence on e-commerce entrepreneurship: the mediating role of business opportunity awareness

Thuy Linh Le (), Le Van Cuong () and Thi Lan Le ()
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Thuy Linh Le: Hong Duc University, Thanh Hoa, Vietnam
Le Van Cuong: Hong Duc University, Thanh Hoa, Vietnam
Thi Lan Le: Hong Duc University, Thanh Hoa, Vietnam

Access Journal, 2025, vol. 6, issue 2, 452-463

Abstract: Objectives: This study explores the impact of Personal Attitudes and AI technology on E-commerce Entrepreneurship while examining the mediating role of Opportunity Awareness. Methods/Approach: Based on the Theory of Planned Behavior (TPB), the research model is proposed and tested through survey data of 300 individuals intending to start a business, analyzed by the PLS-SEM method Results: The results show that both Personal Attitudes and AI both have positive and significant impacts on E-commerce Entrepreneurship. In addition, Personal Attitudes and AI also positively affect business Opportunity Awareness, which, in turn, plays a crucial mediating role in transforming these effects into entrepreneurial outcomes. Notably, Opportunity Awareness serves as a partial mediator, emphasizing the importance of enhancing the ability to identify opportunities with E-commerce. Scientific novelty: This study contributes to the theoretical expansion of entrepreneurship in the context of AI and provides practical implications for managers and educators in designing AI-integrated entrepreneurship training programs. Practical value: Based on the findings, the study proposes some recommendations to promote a positive attitude towards e-commerce entrepreneurship. At the same time, efforts should be made to facilitate access to and the application of AI in e-commerce, helping to optimize operational processes and enhance business efficiency. Enhancing the ability to identify business opportunities through practical activities and mentorship programs will support individuals in developing entrepreneurial skills. Furthermore, the development of an e-commerce entrepreneurship ecosystem integrated with AI is a crucial factor in creating favorable conditions for startup projects.

Keywords: Artificial Intelligence; Entrepreneurship; E-commerce; Personal Awareness (search for similar items in EconPapers)
JEL-codes: C52 L21 M19 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:aip:access:v:6:y:2025:i:2:p:452-463

DOI: 10.46656/access.2025.6.2(12)

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