Applying the theory of planned behavior to explore the role of AI adoption in shaping Fintech entrepreneurial intention: a cross-cultural study
摘要
This study explores the psychological and technological drivers of Fintech entrepreneurial intention, with a particular focus on the role of AI chatbot adoption. Based on the Theory of Planned Behavior, the research extends the traditional framework by incorporating opportunity exploration, opportunity exploitation, and AI usage as additional antecedents. A cross-cultural survey of 1117 university students from Vietnam and Poland—two nations with contrasting cultural and economic contexts—was conducted using structural equation modeling. The findings reveal that attitude and perceived behavioral control significantly predict Fintech entrepreneurial intention in both countries, whereas subjective norms exert influence only in Vietnam. Opportunity exploration and exploitation both enhance positive attitudes toward Fintech entrepreneurship. Notably, AI chatbot adoption strongly predicts psychological readiness and opportunity engagement, particularly among Vietnamese respondents. This study contributes to the literature by integrating emerging technologies and opportunity cognition into TPB, while highlighting the moderating effect of cultural context. The results offer actionable insights for educators, policymakers, and ecosystem builders striving to cultivate Fintech entrepreneurship in the age of AI.