社会网络、创业学习与农民电商创业绩效

Social network,entrepreneurial learning,and farmers’e-commerce entrepreneurial performance

基于386个农民电商创业者的调查数据,采用回归分析和Bootstrap检验法,实证分析社会网络、创业学习和农民电商创业绩效三者之间的关系,并探究创业学习的中介效应机制。结果表明:社会网络规模和社会网络强度对农民电商创业学习具有显著的正向影响;社会网络规模和社会网络强度对农民电商创业绩效具有显著的正向影响;认知学习在社会网络规模对创业绩效的影响中发挥中介作用;实践学习在社会网络规模和社会网络强度对创业绩效的影响中均发挥中介作用。据此,鼓励农民电商创业者积极拓展与电商经营相关的社会网络,实现高质量电商创业;建议政府营造“学习导向型”营商环境,推动农村电子商务发展。

Based on the survey data of 386 rural e-commerce entrepreneurs,regression analysis and Bootstrap test were used to empirically analyze the relationship among social network,entrepreneurial learning,and farmers’e-commerce entrepreneurial performance,as well as the mediating effect of entrepreneurial learning.The results show that both social network scale and strength have significant positive effects on farmers’e-commerce entrepreneurial learning.Social network scale and strength have significant positive effects on entrepreneurial performance.Cognitive learning plays a mediating role in the influence of social network scale on entrepreneurial performance.Action learning plays a mediating role in the influence of social network scale and strength on entrepreneurial performance.Therefore,it is recommended that e-commerce entrepreneurs actively expand their social network associated with e-commerce operations to achieve the goal of high-quality e-commerce entrepreneurship.The government should establish a“learning-oriented”business environment to promote the development of rural e-commerce.