Abstract
This study examines the factors influencing Generation Z's entrepreneurial intentions on digital platforms in the Mekong Delta. Data was collected from 220 Gen Z individuals across 13 provinces in the region using convenience sampling. The proposed research model includes six independent factors: Subjective Norms (SN), Entrepreneurship Education (EE), Entrepreneurial Passion (EP), Digital Literacy (DL), Entrepreneurial Inspiration (EN), and Entrepreneurial Skills (ES). The findings indicate that all six factors positively influence Gen Z’s entrepreneurial intentions on digital platforms, highlighting the key drivers of entrepreneurial activity within this demographic.
