乡村振兴战略下创业环境认知对外出农民工返乡创业意愿的影响——掌握目标与创业榜样的调节效应

The Influence of Entrepreneurial Environment Cognition on Entrepreneurial Willingness to Return Home Under Rural Vitalization Strategy--The Moderating Effect of Mastery Goals and Entrepreneurial Models

如何激发外出农民工返乡创业意愿以激励其返乡创业,已成为促进乡村产业兴旺、全面推进乡村振兴的重要理论与现实命题。而探究关键变量对其返乡创业意愿的影响机理,将有助于为政府进一步完善返乡创业政策提供实证支撑并奠定理论基础。有研究表明,创业环境认知是影响外出农民工返乡创业意愿的前提因素,而且掌握目标与创业榜样对激发个体创业意愿也发挥着至关重要作用。那么,创业环境认知对外出农民工返乡创业意愿有着怎样影响?掌握目标、创业榜样在创业环境认知与外出农民工返乡创业意愿影响关系中又有何作用机制?这些都是当前研究的不足与缺憾。文章在现有研究基础上引入创业隐性成本负担认知变量来拓展创业环境认知维度,利用Z地区696份外出农民工调查数据,建立多分类Logistic模型,分析创业环境认知4维度对其返乡创业意愿的影响,重点考察掌握目标和创业榜样的调节效应。研究得到如下结论:创业政策扶持认知、创业资源支撑认知、创业社会支持认知对外出农民工返乡创业意愿正向影响显著,创业隐性成本负担认知对其返乡创业意愿负向影响显著;掌握目标在创业政策扶持认知、创业资源支撑认知与返乡创业意愿正向影响关系中具有显著正向调节效应,在创业隐性成本负担认知与返乡创业意愿负向影响关系中负向调节效应显著,但在创业社会支持认知与返乡创业意愿正向影响关系中调节效应不显著;创业榜样在创业政策扶持认知、创业资源支撑认知、创业社会支持认知与创业意愿正向影响关系中正向调节效应显著,但在创业隐性成本负担认知与返乡创业意愿负向影响关系中调节效应不显著。由上述研究结论可知,政府应强化外出农民工对农村创业政策扶持、资源支撑和社会支持的认知,降低创业隐性成本负担认知,有利于激发其返乡创业意愿;加强外出农民工创业意识和技能培训,提升其掌握目标水平,有助于强化其返乡创业意愿的内部驱动力;大力培育、宣传农村创业榜样,有助于增强激发其返乡创业意愿的外部牵引力。

How to stimulate the willingness of migrant workers to return home to start business has become an important theoretical and practical proposition to promote the prosperity of rural industry.Exploring the mechanism of the influence of some key variables on the entrepreneurial willingness to return home will be helpful to provide empirical support and lay a theoretical foundation for the government to further improve the policy of migrant workers to return home to start businesses.Studies have shown that the cognition of entrepreneurial environment is a prerequisite factor affecting the entrepreneurial willingness to return home,and the mastery of goals and entrepreneurial models also plays a crucial role in stimulating the individual entrepreneur’s willingness.Then,how does the entrepreneurial environment cognition affect the willingness of migrant workers to return home to start business?What is the mechanism of mastery goals and entrepreneurial models in the relationship between them?These are the shortcomings and defects of the current research.Based on the existing research,this paper introduces the variables of cognitive of hidden cost burden to expand the entrepreneurial environment cognitive dimensions.Based on the survey data of 696 migrant workers in the northeast of Z,this paper establishes a multi-classification Logistic model,analyzes the influence of entrepreneurial environment cognition on the entrepreneurial willingness to return home,and focuses on the moderating effect of achievement goals and entrepreneurial model.The study comes to the following conclusions:the cognition of policy support,resource support and social support of entrepreneurship have a significant positive effect on the entrepreneurial willingness of migrant workers,while the cognition of cost pressure has a significant negative effect on their entrepreneurial willingness to return home.The moderating effect of mastery goal is not significant in the relationship between the cognition of entrepreneurial social support and the entrepreneurial willingness to return home,and it is significant in the relationship between the cognition of entrepreneurial policy support,entrepreneurial resource support and the entrepreneurial willingness to return home,and the negative moderating effect of mastery goal is significant in the negative influence relationship between the cognition of entrepreneurial cost pressure and the entrepreneurial willingness.The moderating effect of entrepreneurial model is not significant in the relationship between the cognition of entrepreneurial cost pressure and the entrepreneurial willingness to return home;while it is significant in the positive relationship between the cognition of entrepreneurial policy support,entrepreneurial resource support,the cognition of entrepreneurial social support and the entrepreneurial willingness.Based on the above conclusions,the government should strengthen the cognition of rural migrant workers on the policy support,resource support and social support for rural entrepreneurship and reduce the cognition of the hidden cost burden of entrepreneurship to stimulate their entrepreneurial willingness to return home,strengthen the entrepreneurial awareness and skill training of migrant workers to improve their mastery goals level to intensify the internal driving force of their entrepreneurial willingness to return home,and cultivate and widely publicize rural entrepreneurial models to strengthen the external traction that stimulates their entrepreneurial willingness to return home.