THE EFFECTS OF TECHNOLOGY ACCEPTANCE, DECISION-MAKING PROCESSES, AND INTERCULTURAL INNOVATION COMMUNICATION ON NEW-GENERATION ENTREPRENEURIAL INTENTION
Keywords:
Technology Acceptance, Decision-Making Process, Intercultural Innovation Communication, Entrepreneurial IntentionAbstract
This study explored the influence of technology acceptance, decision-making processes, and intercultural communication in innovation on new-generation entrepreneurial intention. Additionally, the survey examined the mediating roles of innovation-oriented intercultural communication and decision-making processes in the relationship between technology acceptance and new-generation entrepreneurial intention. The sample included 462 undergraduate students from the Faculty of Hospitality Industry, Kasetsart University, Kamphaeng Saen Campus. Data were collected through a structured questionnaire and analyzed using frequency, percentage, mean, and standard deviation. Hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that technology acceptance had a significant negative direct effect on new-generation entrepreneurial intention at the .000 level. However, technology acceptance had a significant positive indirect effect on intention through decision-making processes and innovation-oriented intercultural communication at the .000 level. The overall effect increased to .621, indicating that while the direct effect was negative, the mediating variables significantly increased the net effect on entrepreneurial intention. Therefore, higher education institutions should enhance technological competence and promote innovation-oriented communication and analytical decision-making skills to prepare and stimulate the readiness and potential of future generations to become entrepreneurs.
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