| Entrepreneurship is the livelihood of the people.Entrepreneurship research has been the focus of scholars,scholars have reached a lot of substantive conclusions,for the guidance of practical work is of great significance.But the research on the farmer entrepreneurship has been a neglected problem for a long time,farmers have seldom been taken as the object of the research.In order to promote the transformation and development of China’s economy,in 2012 the eighteenth meeting of the party bring innovation into the employment policy to encourage farmers to start a business for the first time.Subsequently on the central rural work conference in 2014,it has been proposed to promote agricultural modernization and urbanization,it is necessary to stimulate farmers to increase creation,innovation and entrepreneurial activity,creating an atmosphere of “public entrepreneurship and innovation”.On the influence of encouraging farmers to entrepreneurship,utilize entrepreneurship to promote employment under the policy,the entrepreneurial awareness and entrepreneurial enthusiasm of farmers continues to enhance.To encourage farmers to start a business can not only solve the employment problem effectively,but also can reduce the gap between the rich and the poor,which is of great significance to promote the rapid development of urbanization in China.So scholars began to transfer their attention to the farmers,began to study the farmers, rural and agricultural entrepreneurship.About the peasant entrepreneurship,scholars mainly studies the status of farmer entrepreneurship,the motivation of farmer entrepreneurship,the occurrence of farmers entrepreneurial intention,the influential factors of farmer entrepreneurship,the performance of farmer entrepreneurship and problems and solutions in the entrepreneurial process that farmers may encounter. Entrepreneurial intention is the precondition to generate entrepreneurial behavior,domestic and foreign scholars have concentrate on the individual characteristics and environmental characteristics in the study of influential factors of influence factors of general entrepreneurial intention,in terms of individual characteristics scholars mainly use personality traits to investigate entrepreneurial intention,but there is almost no literature took the farmers as the main body to research the trait.This paper uses empirical research methods to study the farmers’ entrepreneurial intention,try to use the personality trait theory to check whether we can get the expected results or not.Due to the special of farmers’ problems,the produce of the entrepreneurial intention may be affected by the impact of role identity,that whether farmers agree with their entrepreneur identity will affect the entrepreneurial intention and because of farmers’ long-term cluster habitat,they are also vulnerable to the impact of family culture.Therefore, this article takes family culture as a moderating variable from a new perspective,takes role identity as a mediator to study the farmers’ Entrepreneurship traits on entrepreneurial intention influence. At last,the author draws the conclusion:farmer entrepreneur traits on entrepreneurial intention produce positive influence,role identity also produce positive influence on entrepreneurial intention,and role identity have partly Intermediary effects risk bear and need for achievement on the relationship of entrepreneurial intention,have no intermediary effects on the relationship between foreign relations and entrepreneurial intention.In the research of the regulating role of family culture,it has a negative regulatory role on the relationship between risk bear and entrepreneurial intention,it plays positive role on the relationship between the need for achievement and the entrepreneurial intention,and have no regulatory effects between foreign relations and entrepreneurial intention. |
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