From Scroll to Sale: How Interest and Opportunity Awareness Shape Digital Start-Up Readiness

This study aims to identify the factors influencing individuals' readiness to start a digital business in the Greater Jakarta area. Conducted in April 2025, the study used purposive sampling to collect data from 478 respondents who currently own or have previously intended to start an online business. Data were collected via an online questionnaire based on the Self-Enhancement and Self-Protection Strategies Scale (Short Form) and a Likert scale. The respondents were individuals in Indonesia who demonstrated an interest in digital entrepreneurship. Seven variables were analyzed: motivation in entrepreneurship (ME), resources (R), entrepreneurial ability (EA), opportunity identification (OI), government support (GS), information support (IS), and digital start-up readiness (SR). Six hypotheses were tested, and the results showed that five were significant: EA → SR (p = 0.000), R → SR (p = 0.005), OI → SR (p = 0.003), ME → SR (p = 0.000), and IS → SR (p = 0.008). However, GS → SR was not significant (p = 0.160). This study's main contribution is emphasizing the importance of internal factors, particularly entrepreneurial ability and information support, in enhancing individuals' digital readiness to build start-ups. These findings provide a useful basis for developing educational strategies and policy interventions to promote digital entrepreneurship in Indonesia.本研究旨在识别影响大雅加达地区个体启动数字创业准备度的各类因素。本研究于2025年4月开展，采用目的抽样法，从478名当前拥有线上店铺或曾有线上创业意向的受访者中采集数据。数据通过基于自我增强与自我保护策略简版量表（Self-Enhancement and Self-Protection Strategies Scale (Short Form)）与李克特量表（Likert scale）设计的在线问卷收集。受访者为对数字创业抱有兴趣的印度尼西亚民众。本次分析共涵盖7个变量：创业动机（motivation in entrepreneurship，ME）、资源（resources，R）、创业能力（entrepreneurial ability，EA）、机会识别（opportunity identification，OI）、政府支持（government support，GS）、信息支持（information support，IS）以及数字创业准备度（digital start-up readiness，SR）。本研究共检验6项研究假设，结果显示其中5项具有统计学显著性：创业能力→数字创业准备度（p=0.000）、资源→数字创业准备度（p=0.005）、机会识别→数字创业准备度（p=0.003）、创业动机→数字创业准备度（p=0.000）以及信息支持→数字创业准备度（p=0.008）。但政府支持→数字创业准备度这一假设未表现出显著性（p=0.160）。本研究的核心贡献在于强调内部因素——尤其是创业能力与信息支持——对提升个体数字创业准备度的重要性。上述研究结果可为印度尼西亚制定推广数字创业的教育策略与政策干预举措提供有益参考依据。