“…Regarding DEI, several empirical studies investigated its determinants from the perspective of TPB in developed countries (Taiwan: Chang et al ., 2020; Tseng et al ., 2022; China: Lai and To, 2020). Other studies were conducted in developing countries, such as Pakistan (Batool et al ., 2015); Indonesia (Darmanto et al ., 2022); Iran (Farani et al ., 2017); Kosovo (Ramadani et al ., 2021); Romania, Malaysia and Bangladesh (Ashraf et al ., 2021) and particularly in Saudi Arabia (Alferaih, 2022; Al-Mamary and Alraja, 2022; Alzamel et al ., 2020). Our understanding of DEI is guided by the TPB of Ajzen (1991), as one of the most influential theories in the field to provide a useful framework for understanding the complexities of human social behaviour (Ajzen, 1991; Kautonen et al ., 2015) and in particular those of digital entrepreneurial behaviour.…”