Digital Performance Anxiety among Young Agripreneurs: Examining the Role of AI Literacy and Entrepreneurial Communication
Dayashree Kajulima and Girish Prasad Rath
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Abstract:
The rapid digital transformation of agribusiness has created new opportunities for young entrepreneurs to access markets, communicate with customers, promote agricultural products, and adopt artificial intelligence (AI)-enabled tools. The increasing expectation to perform effectively in digital environments may also generate psychological challenges, particularly among young agripreneurs who are required to communicate, present, market, and make business decisions through digital platforms. While existing research has examined technology adoption and digital entrepreneurship, limited attention has been given to the psychological dimension of digital performance, particularly Digital Performance Anxiety (DPA). This study examines the nature and determinants of DPA among young agripreneurs, with particular emphasis on AI literacy, digital self-efficacy, and entrepreneurial communication. DPA is conceptualised as anxiety experienced when individuals are required to perform, communicate, present, or be evaluated in digitally mediated entrepreneurial contexts. A quantitative, cross-sectional research design is employed among young agripreneurs engaged in digitally enabled agricultural and allied enterprises in India. The study contributes to the emerging literature on the human and psychological dimensions of digital transformation in agribusiness, examining whether AI literacy and digital self-efficacy function as protective factors against DPA, and whether entrepreneurial communication competence is associated with greater confidence in digitally mediated business environments. Findings are expected to inform inclusive digital entrepreneurship and capacity-building strategies for young agripreneurs, contributing to more inclusive, resilient, and sustainable agribusiness ecosystems.
Keywords:
Digital Performance Anxiety; Young Agripreneurs; Digital Self-Efficacy; Entrepreneurial Communication; Digital Transformation; Sustainable Agribusiness
Citation: Dayashree Kajulima and Girish Prasad Rath (2026). Digital Performance Anxiety among Young Agripreneurs: Examining the Role of AI Literacy and Entrepreneurial Communication. Horizon J. Hum. Soc. Sci. Res. 8 (S), 135–140. https://doi.org/10.37534/bp.jhssr.2026.v8.nS.id1402.p135
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