Artificial Intelligence as a Catalyst for Intrapreneurial Culture among Students: Exploring a New Driver of University Innovation in Sousse

Abstract

This study investigates how the use of artificial intelligence (AI) in learning activities contributes to the development of intrapreneurial culture among students at the University of Sousse. It examines the direct effects of AI use and the mediating roles of creativity and entrepreneurial mindset, as well as the moderating influence of institutional support for innovation.
A quantitative survey was conducted among 312 students across multiple faculties. Data were analyzed using PLS-SEM to assess measurement reliability, structural relationships, mediation, and moderation effects.
Results indicate that AI use significantly enhances students’ creativity and entrepreneurial mindset, which in turn foster a stronger intrapreneurial culture. Institutional support positively moderates the relationship between AI use and intrapreneurial behaviors, suggesting that AI’s potential is maximized in environments where innovation is encouraged and supported.