Exposure to ChatGPT and university students’ entrepreneurial intentions: evidence from a developing country

Abstract This study investigates the influence of ChatGPT, a generative AI tool, on the entrepreneurial intentions of final-year university students in Zambia. Grounded in the technology acceptance model (TAM) and theory of planned behaviour (TPB), the research examines how perceived ease of use (PEOU) and perceived usefulness (PU) of ChatGPT influence attitudes towards entrepreneurship (ATE), subjective norms (SN), and perceived behavioural control (PBC), which in turn shape entrepreneurial intentions (EIs). A cross-sectional survey was conducted with 403 students, and data were analysed using structural equation modelling (SEM). The findings reveal that PEOU significantly affects ATE and SN, while PU does not significantly influence any TPB constructs. All TPB constructs (ATE, SN, and PBC) positively predict EIs, with PBC emerging as the strongest predictor. The results suggest that ChatGPT indirectly influences entrepreneurial intentions through cognitive pathways, particularly by shaping attitudes and social norms. The study contributes to the growing literature on digital entrepreneurship and AI adoption, highlighting the importance of ease of use in fostering entrepreneurial cognition. Practical implications for educators, AI developers, and policymakers are discussed, emphasising the need to integrate user-friendly AI tools into entrepreneurship education and support systems. Limitations and future research directions are outlined, calling for longitudinal and qualitative studies further to unpack the complex relationship between AI and entrepreneurial behaviour.