Research On The Impact Mechanism Of Social Network Entrepreneurship Role Models On Rural Entrepreneurial Intention

In the 19 th National Congress of CPC,the strategy of Rural Revitalization was first proposed.The strategy calls for speeding up the modernization process of agriculture and rural areas,speeding up the organic connection between small farmers and modern agriculture,and making efforts to make rural areas achieve economic prosperity,industrial prosperity,livable environment and rural civilization.In order to encourage farmers to start their own businesses,the state has introduced many policies to benefit farmers.This is because entrepreneurial activities in rural areas can not only improve farmers' incomes,but also speed up the process of local industrialization and agricultural modernization,in order to promote the coordinated development of urbanization and new rural construction.As an important influencing factor of entrepreneurial intention,entrepreneurial models have been proved to have an impact on entrepreneurial intentions,but the impact mechanism between entrepreneurial models and entrepreneurial intentions has not been explained in detail.In order to solve this problem,based on the summary of domestic and foreign entrepreneurship models,entrepreneurial intention,the social learning theory,the grounded theory and the theory of planned behavior,this paper proposes a model of entrepreneurial model's impact on entrepreneurial intention of rural areas.After analyzing the data of the 509 questionnaires collected,this study draws the following conclusions:(1)The effects of entrepreneurial role models on potential entrepreneurs can be divided into three dimensions.They are Entrepreneurship demonstration,entrepreneurial opportunity recognition and entrepreneurial support;(2)Entrepreneurial opportunity recognition and entrepreneurial support can significantly positively affect entrepreneurial intention of rural areas,while entrepreneurial demonstrations cannot.This is because only when entrepreneurial role models provide actual guidance and help,can they improve the entrepreneurial intentions of potential entrepreneurs;(3)The three dimensions of entrepreneurial role models can positively affect entrepreneurial cognition,which indicates that the demonstration effect,entrepreneurial opportunity recognition and entrepreneurial support can change themselves and others' evaluation of entrepreneurial activity,and also enables individuals to increase their recognition of their own entrepreneurial ability;(4)Perceived behavior control has a positive impact on entrepreneurial intention of rural areas,and plays a mediating role in the relationship between entrepreneurial opportunity recognition and entrepreneurial intention of rural areas,as well as the relationship between entrepreneurial support and entrepreneurial intention of rural areas.This shows that the perception of self entrepreneurial ability of potential entrepreneurial is the key factors of the creation of entrepreneurial intention.The higher the evaluation of their own entrepreneurial ability,the more likely it will be to create a willingness to start a business.Entrepreneurial opportunity recognition and entrepreneurial support are to increase the entrepreneurial self-confidence of potential entrepreneurs by opportunity recognition,technology guidance,financial support and other entrepreneurial resources,thereby improving the entrepreneurial intentions of potential entrepreneurs.According to the conclusions of this study,the government should give fully play of the use of the entrepreneurial opportunity recognition and entrepreneurial support of entrepreneurial role models.For example,to create a number of demonstration bases for entrepreneurial role models,let the successful entrepreneurs enter to provide them tax preferences,loan preferences,and entrepreneurial drive award as incentives.Entrepreneurial role models stationed in the demonstration base can provide mature entrepreneurial projects to enable potential entrepreneurs to copy directly,and also provide potential entrepreneurs with entrepreneurial opportunities on their industrial chain.In this way,the entrepreneurial role models can play a leading role in a larger scope and become the main force of Rural Revitalization.In improving farmers' perceived behavior control,the government should strengthen the propaganda of the local entrepreneurial role models,let farmers realize that entrepreneurship is not difficult,and set up a kind of entrepreneurial self-confidence like "He does.I'll do it,too",and ultimately achieve the purpose of promoting farmers' entrepreneurial activities and speeding up the construction and development of rural areas.