Personal Traits and Digital Entrepreneurship: A Mediation Model Using SmartPLS Data Analysis

Technological advancements have created a plethora of opportunities for entrepreneurs to develop and extend their business operations. Hence, internet has promoted the emergence digital entrepreneurship as growing form among many entrepreneurs, especially natives. This research examines what extent personal traits natives’ impact on intention. The examined direct big five traits, i.e., openness experience, conscientiousness, extraversion, agreeableness, neuroticism, intention indirect through attitude. For this purpose, pre-examined questionnaire was directed senior students in computer sciences information technology colleges at public universities Kingdom Saudi Arabia (KSA). results structural equation modeling using SmartPLS (version 4) confirmed positive significant However, revealed that (except agreeableness) were but insignificant. Additionally, mediating effect attitude link between KSA higher education. contributed gap relation its ultimatly intention, Several impactions merged discussed scholars, policy makers educators education institutions.