International Journal of Research Studies in Management
CollabWritive Special Issue
2026 Volume 14 Issue 5
Available Online: 3 Septermber 2026
Author/s:
Jiang, Siqi
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This study examined the interrelationship among digital literacy, social media usage, and online entrepreneurial intention among Generation Z in urban China as a basis for developing a Digital Youth Entrepreneurship Framework. Specifically, it assessed digital literacy in terms of tool proficiency, content evaluation ability, and security awareness; social media usage in terms of usage frequency and intensity, business-related usage purpose, and social media-based information acquisition; and online entrepreneurial intention in terms of behavioral intention, attitudinal orientation, and goal-oriented commitment. The study employed a descriptive-correlational research design involving 400 Generation Z Xiaohongshu users aged 18–29 from selected urban areas in China, using purposive sampling. Data were gathered through a self-structured questionnaire, which demonstrated acceptable to excellent internal consistency. Weighted mean, Pearson Product-Moment Correlation, and Multiple Linear Regression Analysis were employed at the 0.05 level of significance. Results revealed that the dimensions of digital literacy were significantly and positively related to social media usage and online entrepreneurial intention. Likewise, all dimensions of social media usage were significantly and positively related to online entrepreneurial intention, with social media-based information acquisition showing the strongest association with goal-oriented commitment (r = 0.929, p < .001). Regression analysis showed that content evaluation ability, security awareness, usage frequency and intensity, and social media-based information acquisition significantly predicted online entrepreneurial intention, while tool proficiency was not a significant predictor. The regression model explained 95.6% of the variance in online entrepreneurial intention (R² = 0.956, p < .001). The findings highlight the importance of strengthening higher-order digital competencies and purposeful social media engagement in fostering youth online entrepreneurship. The study provides an empirical basis for developing a digital youth entrepreneurship framework tailored to the needs of Generation Z in urban China.
Keywords: digital literacy, social media usage, online entrepreneurial intention, Generation Z, Xiaohongshu, digital entrepreneurship, youth entrepreneurship framework
DOI: https://doi.org/10.5861/ijrsm.2026.26123
Cite this article:
Jiang, S. (2026). Digital literacy, social media usage, and online entrepreneurial intention among urban Gen Z: Basis for digital youth entrepreneurship framework. International Journal of Research Studies in Management, 14(5), 253-265. https://doi.org/10.5861/ijrsm.2026.26123