The Effect Of Digital Literacy On Online Entrepreneurial Intentions: The Moderating Role Of Subjective Norms

Sri M. Setyawati, Suliyanto Suliyanto, Monica Rosiana, Daffa R. Fauzi

Abstract


This study aims to analyze the effect of digital literacy on online entrepreneurial intentions and to examine the moderating role of subjective norms on the relationship between digital literacy and online entrepreneurial intentions. This research was a survey research, collecting data using a questionnaire distributed online with a sample size of 100 respondents who are millennials who are starting an online business. The analysis technique used is Structural Equation Modeling (SEM) with Partial Least Square (PLS). The findings of this study are that digital literacy has a positive effect on online entrepreneurship intentions, while subjective norms have no effect on online entrepreneurship intentions and do not moderate the relationship between digital literacy and online entrepreneurship intentions.

Keywords: Digital Literacy, Subjective Norms, Online Entrepreneurial Intentions


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