Entrepreneurship in social innovation business models: a mediated-moderation analysis within the sharing economy context

Purpose This study aims to examine entrepreneurial intention (EI) within the sharing economy by extending the theory of planned behavior (TPB) model by integrating with marketing capabilities of service enablers, technological relative advantages (TRAs) and perceived distributive injustice (PDI). Design/methodology/approach This study used the partial least squares structural equation modeling (PLS-SEM) approach to examine primary data gathered from a sample of 365 participants in Vietnam. Findings This study confirms the fundamental relationships within the TPB, establishing attitude (ATT) toward entrepreneurship as the most significant driver of EI. The analysis further demonstrates that marketing capabilities and TRAs strengthen the cognitive antecedents of ATT and perceived behavioral control (PBC), which in turn fully mediate their effects on intention. PDI emerges as a significant barrier, exerting a negative moderating effect on the relationship between PBC and intention. A multigroup analysis highlights prior business experience as a pivotal factor that qualifies these general findings. While the central influence of ATT on intention is consistent across groups, several pathways diverge meaningfully. Subjective norms positively influence intention only among experienced individuals. In contrast, marketing capabilities enhance both ATT and PBC exclusively for the inexperienced cohort. Moreover, the direct negative effect of PDI on intention is significantly stronger for individuals without prior experience. Originality/value This study introduces several new variables that have been successfully integrated to effectively explain EI. These findings provide valuable insights for expanding the understanding of entrepreneurship and offer important implications for platform owners and policymakers.