¹Ha N.T.V, ²Phuong N.T

¹Nguyen Thi Viet Ha

²Nguyen Thi Phuong

DOI : https://doi.org/10.58806/ijsshmr.2025.v4i4n12

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ABSTRACT

This study examines the role of creativity in the online business intentions of young people in Vietnam. Based on the Theory of Intentional Behaviour (TPB), the study evaluates the impact of three factors: attitudes, subjective standards, and behavioural control perceptions on online business intentions, and examines the regulatory role of creative capacity. The research context is the strong development of e-commerce and digital economy in Vietnam, with young people being the pioneer in the trend of online business. Data were collected from 516 people of this generation, analysed using the PLS-SEM model to test the research hypotheses. The results show that creativity not only directly affects business intentions but also regulates the relationship between attitudes and online business intentions. This underscores the importance of creative education and entrepreneurial support in fostering youth entrepreneurship. The study provides a scientific basis for policies to support online business and digital economy development in Vietnam.

KEYWORDS:

Business, Creative Capacity, Digital, Young People, TPB

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VOlUME 04 Issue 04 APRIL 2025