Personal Traits and Digital Entrepreneurship: A Mediation Model Using SmartPLS Data Analysis

Technological advancements have created a plethora of opportunities for entrepreneurs to develop and extend their business operations. Hence, internet has promoted to the emergence of digital entrepreneurship as a growing form of entrepreneurship among many entrepreneurs, especially digital natives. This research examines to what extent personal traits of digital natives’ impact on their digital entrepreneurship intention. The research examined the direct impact of the big five personal traits, i.e., openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism, on digital entrepreneurship intention and the indirect impact through personal attitude. For this purpose, a pre-examined questionnaire was directed to senior students in computer sciences and information technology colleges at public universities in Kingdom of Saudi Arabia (KSA). The results of structural equation modeling using SmartPLS (version 4) confirmed a direct positive and significant impact of the big five personal traits on personal attitude. However, the results revealed that the impact of the big five personal traits (except agreeableness) on digital entrepreneurship intention were positive but insignificant. Additionally, a mediating effect was confirmed for personal attitude in the link between personal traits and digital entrepreneurship intention among senior students in KSA higher education. The results contributed to the research gap in relation to personal traits and its impact on personal attitude and ultimatly on digital entrepreneurship intention, especially among digital natives. Several impactions were merged and discussed for scholars, policy makers and educators in higher education institutions.