AI literacy and digital entrepreneurial hustle: the mediating role of entrepreneurial mindset and intentions

Abstract

Purpose Understanding how artificial intelligence (AI) literacy influences entrepreneurial behavior remains limited. Drawing upon the Stimulus-Organism-Response framework, this study aims to examine how AI literacy affects entrepreneurial mindset, digital entrepreneurial intention and digital entrepreneurial hustle, considering both direct and indirect relationships. Design/methodology/approach A survey was conducted with 1,061 higher education students in Vietnam. Structural equation modeling using SmartPLS 4.0 was used to test the hypothesized model, evaluating both mediation and serial mediation effects. Findings The results indicate that AI literacy significantly enhances entrepreneurial mindset and digital entrepreneurial intention, which in turn drive digital entrepreneurial hustle. However, entrepreneurial mindset does not directly predict digital entrepreneurial intention, suggesting that cognitive disposition alone may not lead to intention formation. While digital entrepreneurial intention mediates the relationship between AI literacy and entrepreneurial hustle, the serial mediation effect through entrepreneurial mindset and digital entrepreneurial intention is not significant, highlighting the complexity of digital entrepreneurial behavior. Practical implications This study provides insights for educators, policymakers and business professionals on integrating AI-driven training into entrepreneurship education, ensuring students develop the necessary competencies for digital entrepreneurial engagement. Originality/value This research advances the understanding of AI literacy in entrepreneurship, demonstrating its role in shaping entrepreneurial cognition and behavior. It further contributes to digital transformation literature by identifying pathways through which AI literacy influences entrepreneurial action.