“短视频+直播”模式下农村籍大学生返乡创业意愿影响因素研究——以陕西省为例

Study on the Influencing Factors of Rural College Students’Willingness to Return Home and Start Businesses under the Mode of“Short Video+Live Streaming”--A Case Study of Shaanxi Province

“互联网+”业态赋予了大学生新的创业机遇。基于计划行为理论,对当前“短视频+直播”模式下陕西农村籍大学生返乡创业意愿的影响因素进行实证研究。结果表明:显著影响农村籍大学生创业意愿的3个主要因素为个体特质、返乡创业教育和家乡的服务政策,但个体特质因素中创业态度的个体性格、主观规范中的亲朋好友及父母的支持都未能显著影响返乡创业意愿。据此,提出高校应加强对农村籍大学生返乡创业观念的培养,强化乡村振兴的创业教育,构建新模式下创业政策服务体系。

The“Internet+”format has given college students new entrepreneurial opportunities.Based on the theory of planned behavior,this paper conducts an empirical study on the influencing factors of the willingness of rural college students in Shaanxi to return to their hometowns to start businesses under the current“short video+live broadcast”mode.The results showed that the three main factors that significantly affected their entrepreneurial willingness were individual characteristics,hometown entrepreneurship education and hometown service policies,but the individual personality factors of entrepreneurial attitude,and the support factors of relatives and friends and parents in subjective norms could not significantly affect the willingness to return to their hometown to start a business.According to the research results,it is proposed that colleges and universities should strengthen the cultivation of rural college students'entrepreneurial concepts returning to their hometowns,strengthen entrepreneurship education for rural revitalization,and build an entrepreneurial policy service system under a new model.