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Entrepreneurial intention (EI) is a pivotal construct for understanding the emergence of entrepreneurial behavior, particularly within emerging economies where youth-led innovation and self-employment are increasingly vital for sustainable economic development. This study investigates the key cognitive and motivational determinants of entrepreneurial intention, including risk-taking propensity, opportunity recognition, innovation attitude, entrepreneurial knowledge, and motivation. Grounded in the Theory of Planned Behavior (TPB), the study further examines the moderating roles of gender and age in these relationships. In this evolving landscape, understanding these drivers is crucial for fostering open innovation dynamics, particularly within SMEs and emerging digital platforms in Thailand. Data were collected from 213 Thai respondents using a structured questionnaire, and the proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that all five predictors significantly influence entrepreneurial intention, with motivation and entrepreneurial knowledge exerting the strongest effects. Multi-group analysis (MGA) indicates that gender moderates the influence of risk-taking propensity and entrepreneurial knowledge, while age moderates the effects of opportunity recognition and motivation. These findings highlight the importance of demographic-sensitive strategies in entrepreneurship education and policy formulation. The study contributes to the entrepreneurship literature by validating an integrated model of entrepreneurial intention and offering practical implications for fostering youth entrepreneurship in emerging market contexts, especially in cultivating an environment conducive to open innovation.
Suanpong et al. (Sun,) studied this question.