Study On Factors Affecting Peasants’ Entrepreneurial Behavior Based On TPB Theory

How to effectively solve the "three rural" issue has always been the focus of thegovernment and the social, peasants entrepreneurship can increase peasants’s incomeand improve their living standards, is an effective way to build a harmonious society,so the research of peasants entrepreneurship has increasingly become the focus ofacademic attention. However, many peasants have willing to start an undertaking, butthey don’t start an undertaking. Therefore, discussion on factors affecting peasants’entrepreneurial behavior is very necessary.To this end, firstly, this paper reviewed the relevant literature and analyzedfactors that influence peasants’ entrepreneurial behavior from the attitude, subjectivenorm, perceived behavioral control and entrepreneurial willingness based on theory ofentrepreneur resource endowments and theory of planned behavior. Secondly, indesign the questionnaire and collect data in accordance with the theory of plannedbehavior questionnaire design specifications and apply path analysis to analyze theimpact of the attitude, subjective norm, perceived behavioral control and behavioralintention on peasants’ entrepreneurial behavior. The empirical results show that: theattitude, subjective norm, perceived behavioral control determines the willingness ofpeasants entrepreneurship; the willingness of peasants entrepreneurship and perceivedbehavioral control determines the peasants’ entrepreneurial behavior. Among them,own funds, financing, business knowledge in perceived behavioral control factors andfamily members’s attitude in subjective norm have the greatest impact on the peasants’entrepreneurial behavior. Finally, based on theoretical analysis and empirical researchconclusions, recommend that increase peasants’ entrepreneurial propaganda,strengthen peasants entrepreneurship training and improve financial services toentrepreneurial peasants.This paper has some practical and theoretical significance. In practical terms,reveal formation mechanisms of the willingness of peasants entrepreneurship andentrepreneurial behavior whereby develop scientific and rational incentive policies forpeasants to start businesses. It provides the decision-making reference for thegovernment to improve the business environment of peasants and enhance the level ofentrepreneurial activity in rural areas. In theoretical terms, as this paper analyzespeasants’ entrepreneurial behavior based on the theory of planned behavior andapplies path analysis to analyze the impact of the attitude, subjective norm, perceivedbehavioral control and behavioral intention on peasants’ entrepreneurial behavior, it provides a new research perspective and enriches peasants’ entrepreneurship theoryand application of the theory of planned behavior.