乡村振兴战略下大学生农村创业意愿影响研究

A Behavioral Intentions Study of College Students'Rural Entrepreneurship under the Rural Revitalization Strategy

研究乡村振兴战略实施背景下的大学生农村创业意愿影响因素及作用机理,可以为有效鼓励和引导大学生参与农村创业提供理论依据。在构建大学生参与农村创业活动的行为意愿结构方程模型的基础上,通过问卷调查收集数据,在实证层面对大学生“农村创业”意愿进行检验与评估。结果显示:创业效能感、农村创业态度、农村创业主观规范都对大学生的农村创业意愿有显著的直接影响;乡村振兴创业政策感知以农村创业主观规范为中介变量间接影响农村创业意愿,农村创业态度部分中介了创业效能感与创意意愿的关系,创业效能感部分中介了农村创业主观规范与农村创业意愿的关系。基于此,应帮助学生理解乡村振兴战略,邀请专家、农村创业精英等开展讲座、交流和指导,促成正面的态度认知;增设农村创业教育内容专题,增加农村主题的创业实践模拟,既营造农村创业氛围,又提升自我效能感知;建设统一的大学生农村创业服务中介机构平台,积极宣传乡村振兴支持政策,并提供融资、信贷、扶持等中介服务,强化乡村振兴创业政策感知。

Studying on the influencing factors and mechanism of college students'rural entrepreneurial intentions under the background of rural revitalization can provide theoretical basis for effectively encouraging and guiding college students to participate in rural entrepreneurship.Based on constructing the structural equation model of college students'behavior willingness to participate in rural entrepreneurial activities,the empirical level of college students'willingness to participate in"rural entrepreneurship intentions"was tested and evaluated by collecting data through a questionnaires survey.The results showed that entrepreneurship efficacy,rural entrepreneurship attitude,and rural entrepreneurship subjective norms have significant influence on intentions.In addition,the perception of rural revitalization policy takes the subjective norm of rural entrepreneurship as the mediator variable to indirectly affect the rural entrepreneurship intentions.The attitude of rural entrepreneurship partially mediates the relationship between the entrepreneurial efficacy and the creative intention,while the entrepreneurial efficacy partially mediates the relationship between the subjective norm of rural entrepreneurship and the rural entrepreneurship intentions.Based on this,college students should be helped to understand the strategy of rural revitalization,and experts and rural entrepreneurial elites should be invited to give lectures,exchanges and guidance,so as to promote positive attitude cognition;the special content of rural entrepreneurship education should be added,and the simulation of rural entrepreneurship practice should be increased,so as to create the atmosphere of rural entrepreneurship and enhance the perception of self-efficacy.It is necessary to build a unified intermediary platform for college students'rural entrepreneurship services,actively publicize the supporting policies of rural revitalization and provide intermediary services such as financing,credit,and support,so as to strengthen the perception of rural revitalization policies.