Purpose Although interest in digital entrepreneurship is growing, the joint psychological effects of AI literacy and AI self-efficacy remain underexplored. This study applies the stimulus-organism-response (SOR) model to examine how their alignment shapes identity aspiration, self-efficacy and ultimately, digital entrepreneurial hustle. Design/methodology/approach Data from 1,061 university students in Vietnam were analyzed using polynomial regression and response surface analysis. Findings AI literacy and self-efficacy have a positive influence on digital entrepreneurial identity and self-efficacy, with the strongest effects observed when these factors are aligned. Incongruence weakens identity aspiration, self-efficacy and hustle. Both identity and self-efficacy also mediate the link between AI factors and entrepreneurial behavior. Practical implications Recommendations are provided for educational institutions and policymakers to develop AI readiness in the emerging digital workforce. Originality/value This study enhances understanding of AI's psychological influence in entrepreneurship by integrating AI readiness constructs into the SOR framework, emphasizing the interaction between knowledge and confidence in fostering digital entrepreneurial action.
Cong Doanh Duong (Mon,) studied this question.