DIGITAL ENTREPRENEURIAL INTENTION AMOUNG, UNDERGRADUATE IN SRI LANKA, ENTREPRENEUTRIAL ORIENTATION AS A MODERATOR AND ENTREPRENEURIAL ALERTNESS AS A MEDIATOR

Abstract

This study explores digital entrepreneurial intention among undergraduates in Sri Lat'rka, examining the role of entrepreneurial orientation as a moderating variable and entrepreneurial alertness as a mediating variable. With the rapid growth of digital economies, understanding the factors influencing students, intention to pursue digital entrepreneurship has become increasingly relevant. The study adopts a quarfiitative research design, collecting data from 381 undergraduate students across five selected universities in Sri Lanka using both Google Forms and physical surveys. The data were analyzed through descriptive statistics, Pearson correlation, and multiple regression techniques to determine the strength and direction. Using structural equation modeling (SEM), the research tests the direct and indirect relationships between the variables. Findings indicate that all three antecedent factors have significant positive effects on digital entrepreneurial intention. Entrepreneurial alertness partially mediates these relationships, while entrepreneurial orientation significantly moderates the link between alertness and intention, strengthening the effect. This research highlights the importance of enhancing self-efficacy, entrepreneurial knowledgg and education in promoting digital entrepreneurship. The results offer valuable insights for educators, policymakers, and entrepreneurship program deyelopers aiming to empower the next generation of digital entrepreneurs. Keywords Digital Entrepreneurial Intention, Entrepreneurial Self-Effrcacy, Entrepreneurial Knowledge, Entrepreneurship Education, Entrepreneurial Alertness and Eo