Research On The Internal Entrepreneurial Diffusion Path And Its Influencing Factors In Taobao Village Of China

"Taobao Village" is a typical representative of rural e-commerce development.It not only drives the development of local rural economy,but also liberates farmers from simple production roles,so that they can realize the integration of production,supply and marketing of agricultural products and increase for rural areas.More entrepreneurial employment opportunities increase rural income.It is worth noting that although the development of Taobao Village in China has been rapid in recent years,the number is still small,and most of Taobao is concentrated in the eastern coastal areas.The number of Taobao villages in the central and western regions is extremely small,and some provinces do not even have Taobao Village.Therefore,understanding the internal entrepreneurial mechanism and its influencing factors in Taobao Village is conducive to cultivating more Taobao Village by drawing on or copying the existing development model of Taobao Village,and providing reference for accelerating the development of rural e-commerce in various places.This paper starts from the perspective of Taobao Village internal entrepreneurs(farmers),based on the theory of innovation diffusion,taking four Taobao villages distributed in Zhejiang,Jiangsu and Anhui as examples,including internal factors,government support,e-commerce platform assistance,Taobao Village's internal entrepreneurial diffusion dynamic mechanism with four elements of its own attributes,and UCINET,Netdraw to present Taobao Village internal entrepreneurial diffusion path;Secondly,this paper uses 278 Taobao Village entrepreneurial factors to investigate the questionnaire data,based on the construction The structural equation model of the influencing factors of Taobao Village's internal entrepreneurship explores the main factors affecting the internal entrepreneurship of Taobao Village.The results of this paper show that:(1)The internal motivation of Taobao Village's internal entrepreneurial diffusion comes from the self-property of the innovative business model of "Taobao Village" including comparative advantage,compatibility,complexity,testability,observability and The internal factors of "Taobao Village"include the demonstration effect of the leader,kinship and geo-relationship,the village and town e-commerce association,and the third-party ancillary service organization;the external motivation of the internal entrepreneurial diffusion in Taobao Village mainly comes from the assistance and government of the external e-commerce platform.Support policy effects.(2)The structural equation model estimation results show that the farmers' own capital,local resource endowment,entrepreneurial atmosphere,entrepreneurial threshold,and the demonstration effect of the leader play a positive role in the internal entrepreneurship of Taobao Village,but at the same time,the study found Taobao Village farmers.At the beginning of the venture,the dependence on funds is not high;external environmental support,including government support and external business environment support has a significant positive effect on the internal entrepreneurship of Taobao Village farmers;farmers' own needs and internal entrepreneurial culture are internal to Taobao Village farmers.Entrepreneurial diffusion behavior has a positive impact.Finally,this paper puts forward some targeted suggestions for the main problems of the existing entrepreneurs in Taobao Village.