Empirical Research On The Entrepreneur Performance Of Farmers Returning Home To Rural E-commerce

The "Innovation and Entrepreneurship" activities and the development of rural e-commerce have attracted some returning entrepreneurs to return home for e-commerce entrepreneurial work.At present,the academic community generally believes that returning entrepreneurship is an important initiative for solving the “three rural issues” problem,rural development,and entrepreneurs.Domestic scholars began research work on returning entrepreneurship very early,and their research contents and levels are rich.However,empirical research on entrepreneurial performance is rare,and there are few research that combine entrepreneurship and new business operations,in addition,due to the influence of the entrepreneurial environment and entrepreneurial resources,most of the research data on returning entrepreneurship is in the eastern region,and there is a lack of research materials for the Midwest?Lack of targeted research may lead to blindness in the practice and policy of returning entrepreneurship and e-commerce.Therefore,based on the data of e-commerce entrepreneurship in Gansu,Ningxia,and Shaanxi provinces,this paper uses descriptive statistical analysis and econometric model to study the e-commerce entrepreneurial performance from the aspects of rural e-commerce consumer services and entrepreneurs' personal performance.We hope to contribute to the entrepreneurial work of returning e-commerce entrepreneurs,and to provide credible research materials and conclusions to enhance the enthusiasm and self-confidence of returning entrepreneurial migrant workers.This study mainly includes four parts.The first part is an introduction of the research and the theoretical overview,including the first two chapters of the article.It mainly includes the background,purpose,significance and theoretical framework of the study.The second part is the research on the social benefits of e-commerce entrepreneurial performance—— e-commerce consumer service research,which mainly focuses on rural society and rural residents,this is the third chapter of the article.The third part is the research on e-commerce entrepreneurs' personal performance and its influencing factors,and it is the fourth chapter of the article.The last is the conclusions and corresponding countermeasures.The main research conclusions of this paper are three:1.E-commerce entrepreneurship plays an important role in solving the problem of “buying difficulties” in remote rural areas and raising awareness of rural residents' online shopping.2.Returning home e-commerce entrepreneurs have a significant role in assisting remote rural e-commerce to alleviate poverty and broaden the channels for daily necessities of rural disadvantaged groups.Compared to local entrepreneurs,returning entrepreneurs are more meticulous,but the entrepreneurial performance has not been improved by creating huge social benefits.On the contrary,when they compete with local entrepreneurs,they are temporarily lagging behind.The “returning” identity of e-commerce entrepreneurs has a significant negative effect on entrepreneurial performance.And,long-term emigrant entrepreneurs have a clear counter-influence on performance,and this effect will weaken as returning entrepreneurship continued.This study believes that the reason for this situation is that returning entrepreneurs have just returned to rural areas and are not yet familiar with the preferences of local residents,but also have a long absence and have become unfamiliar with their neighbors,returning entrepreneurs did not make full use of rural social network capital to start their own businesses,and temporarily left behind in the initial stage.With the restoration of neighboring relations,the reconstruction of social capital network and the accumulation of returning entrepreneurship experience and entrepreneurial skills,etc,the performance will increase rapidly.Based on the above research conclusions,in order to further address the situation of “social wins,returning entrepreneurs lose”,and provide entrepreneurs with an active employment and entrepreneurial environment,this article is based on possible dilemmas and realistic obstacles in this study,put forward corresponding countermeasures from the perspective of the government and entrepreneurs to continuously improve and promote the orderly implementation of the returning e-commerce entrepreneurship...