Purpose This study investigates how entrepreneurship education influences e-entrepreneurial intention through e-entrepreneurial self-efficacy, with generative artificial intelligence incorporation as a moderating factor. The study uses the stimulus-organism-response (SOR) framework to comprehensively understand the relationship between educational, psychological and technological factors in fostering e-entrepreneurship among university students. Design/methodology/approach A quantitative study was conducted using survey data collected from 504 university students in Vietnam. The PROCESS macro was employed to test the mediating role of e-entrepreneurial self-efficacy and the moderating effect of generative artificial intelligence incorporation on the relationships among entrepreneurship education, e-entrepreneurial self-efficacy and intention. Findings The results demonstrate that entrepreneurship education significantly influences both e-entrepreneurial self-efficacy and intention. E-entrepreneurial self-efficacy mediates the relationship between entrepreneurship education and intention. Generative artificial intelligence incorporation amplifies the effects of entrepreneurship education and e-entrepreneurial self-efficacy on intention, both directly and indirectly, highlighting its role as a transformative driver in e-entrepreneurship. Practical implications The findings suggest that integrating generative artificial intelligence tools and entrepreneurship-focused education into training programs can enhance students’ digital entrepreneurial skills. Policymakers and educators should develop strategies to foster digital literacy and entrepreneurial competence to prepare students for technology-driven business environments. Originality/value This study contributes to the literature by extending the stimulus-organism-response framework to e-entrepreneurship. It uniquely integrates educational, psychological and technological factors, offering new insights into the mechanisms that foster e-entrepreneurial intention in emerging markets.
Duong et al. (2025) studied this question.