The Empirical Research On The New Generation Of Rural Migrant Workers’ Entrepreneurial Intention Of Returning And Influence Factors In Qingdao

The new generation of migrant workers are those appearing in the cities followingthe old generation.Comparing the old generation, they have received high education,pay attention to the realization of the individual values, wish to integrate into city life,hope to have the same insurance as the citizens. However, because of the constraint ofthe urban-rural dual economic structure and the household registration system, etc.,the new generation or workers always receive exclusion, as the city "marginalpeople", in spite of the development and progress of the city that workers hascontributed to. Being the special group hovering between urban and rural, the workerswho master various techniques have the will of making careers in the rural, coupledwith the support of home government and the national policy on migrant workershome business. The home business of migrant workers helps expand ruralemployment channels, has far-reaching effects on the industrialization andurbanization of rural areas, and is a force to be reckoned for the construction of newcountryside. On the other hand, it can ease the pressure on employment of the city andimprove employment.The purpose of this study is to have a preliminary understanding of the intention ofthe new generation of migrant workers home business and analyze the various factorsthat affect the generation of migrant workers home business will. The article sums upthe factors influencing the will on the basis of the domestic and international literaturereview and theory of planned behavior (TPB model theory). By means ofQuestionnaire, The article analyze the factors affecting the will from personalcharacteristics factors, factors of behavior and attitude, subjective norm factors,perceived behavioral control factors and external environmental factors. Article usesSPSS16.0statistical analysis tools for analysis and logistic regression analysis offactors influence the generation of migrant workers home business will. The resultsshow that the generation of migrant workers’ personal characteristics variables, suchas work experience, marital status, educational background, gender, generation ofmigrant workers home business will have a significant effect on the externalenvironmental factors. And perceived behavioral control, behavior and attitude andsubjective norms factors on the generation of migrant workers home business willhave a significant sex effect. It is the same as the presumption before the researching.The article proposes the policy aiming at the home business of the new generation ofthe migrant workers, according to the significance of the factors affecting the business,respectively from the new generation of migrant workers, government factors,business factors and other factors. This article also has some defects. It doesn’t thinkabout the differences of the areas in the sample, doesn’t do further research of theeffect on the following business of the will. It simply does a simple regressionanalysis about the factors and doesn’t analyze the degree of the affecting. We hopethat further research can be done.