Factors Influencing the Impact of Social Media Use on Online Entrepreneurial Intention Among Students at Universities in Tu Liem Ward, Hanoi

Social media is increasingly being leveraged as a tool to support online business activities, particularly among students—a group with a high level of technology adoption. This study aims to analyze the factors influencing the impact of social media use on the intention to start an online business among students at several universities in Tu Liem Ward, Hanoi. The research model was developed based on the integration of the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), including the following variables: perceived ease of use of social media, perceived usefulness, perceived risk, attitude, and online entrepreneurial intention. Data were collected through a student survey and analyzed using SPSS and SmartPLS software. The results show that factors related to social media use significantly affect students’ attitudes toward and intentions to engage in online entrepreneurship, with attitude playing a mediating role in these relationships. The study provides additional empirical evidence on the role of social media in promoting students’ online entrepreneurial activities and offers several implications for educational institutions in supporting the development of digital business skills.