This study aims to explore both the drivers (performance expectancy and perceived usefulness of ChatGPT) and the barrier (effort expectancy) that Indonesian youth encounter when adopting generative AI technology, such as ChatGPT, as they pursue digital entrepreneurship.
This study utilizes Hayes' Process Model to evaluate the proposed hypotheses through survey data collected from 518 Indonesian youth.
This study's findings highlight a paradoxical relationship that emerges when effort expectancy intersects with performance expectancy and perceived usefulness of ChatGPT. Specifically, we discovered that when young individuals perceive the adoption of generative AI technology as requiring significant effort, their motivation to engage in digital entrepreneurship is significantly enhanced if they also view the tool as highly useful and beneficial to their future business endeavors.
The findings provide valuable insights for educators and policymakers focused on advancing digital entrepreneurship in developing nations through the integration of generative AI technology.
Our study enriches an underexplored niche within the field of entrepreneurship by examining the intersection of Indonesian youth, generative AI technology and digital entrepreneurship. By incorporating the Expectancy-Value Theory, it brings a fresh perspective to the study of paradoxical relationships in contemporary research in this domain.
