Understanding the startup’s intention of digital marketing’s learners: An application of the theory of planned behavior (TPB) and technology acceptance method (TAM)

Figures & data

Figure 1. Proposed conceptual model.

Table 1. Cronbach alpha¹

Variables	Number of items	Code	Cronbach’s Alpha
Entrepreneurial intention	3	ITN	0.875
Attitude towards entrepreneurial intention	3	ATD	0.814
Perceived behavioral control	3	PBC	0.790
Subjective norm	3	SNM	0.741
Perceived ease of use (digital marketing tools)	3	PEOU	0.780
Perceived usefulness (digital marketing tools)	3	PU	0.890

Figure 2. Confirmatory factor analysis².

Table 2. Standardized regression weights³

	Estimate
PU2<—A	.868
PU1<—A	.835
PU3<—A	.856
PEOU2<—A	.704
PEOU3<—A	.592
PBC2<—B	.677
SNM2<—B	.696
PEOU1<—B	.771
PBC1<—B	.760
SNM1<—B	.722
ITN1<—C	.837
ITN2<—C	.825
ITN3<—C	.856

Table 3. AVE and CR⁴

Constructs	Dimensions	Standardized Regression Weights	Average Variance Extracted	Composite Reliability
A		3.855	0.606	0.883
	PU2	0.868
	PU1	0.835
	PU3	0.856
	PEOU2	0.704
	PEOU3	0.592
B		3.626	0.527	0.848
	SNM1	0.677
	PEOU1	0.696
	PBC2	0.771
	SNM2	0.760
	PBC1	0.722
C		2.518	0.705	0.877
	ITN1	0.837
	ITN3	0.825
	ITN2	0.856

Table 4. Discriminant validity⁵

	CR	AVE	MSV	ASV	B	A	C
B	0.848	0.527	0.379	0.359	0.726
A	0.883	0.606	0.339	0.330	0.582***	0.778
C	0.877	0.705	0.379	0.350	0.616***	0.566***	0.839

Figure 3. The result of hypothesis testing.⁶

Table 5. Regression weights

Hypothesis	Estimate	S.E.	C.R.	P	Description
H1: C ← A	0.408	0.113	3.607	***	Supported
H2: B ← A	0.632	0.095	6.649	***	Supported
H3: C ← B	0.518	0.115	4.510	***	Supported