Research On The Entrepreneurship Willingness And Influencing Factors Of Farmers In Northern Jiangsu Province

With the rapid development of economic,the gap between urban and rural areas has become increasingly prominent.Due to the rise of e-commerce,farmers' ecommerce entrepreneurship is seen as an effective measure to increase income in rural areas and awaken the vitality of economic development in rural areas,and is attracting attention from all walks of life.This article starts from the four dimensions of individual characteristics,human capital,social capital,and entrepreneurial environment,and conducts an empirical analysis of the influencing factors of farmers' e-commerce entrepreneurship.This paper is divided into five parts.The first part firstly introduces the research background,significance,research ideas and methods,innovation points and shortcomings of this paper,and at the same time summarizes the relevant literature on farmers' entrepreneurship and e-commerce development at home and abroad.The second part defines the relevant concepts of farmers' entrepreneurship and expounds the human capital theory,social capital theory,entrepreneurship theory and e-commerce theory in this paper,which provides a theoretical basis for the analysis of the influencing factors of farmers' willingness to start businesses in e-commerce.The third part expounds the economic and social development,the agricultural development status and the development of rural e-commerce in northern jiangsu province,and introduces the necessity of developing rural e-commerce and promoting farmers' willingness to start businesses.The fourth part firstly determines the possible influencing factors of farmers' ecommerce entrepreneurial intention based on the theoretical basis.After that,this paper conducted a questionnaire survey to analyze the current situation of farmers' ecommerce entrepreneurial intention in northern jiangsu province,and further constructed a binary logistic model for empirical analysis based on 317 valid data obtained from the survey,in order to explore the influencing factors of farmers' ecommerce entrepreneurial intention.The main conclusions of this paper are as follows: individual characteristics,human capital,social capital and entrepreneurial environment have certain correlation with farmers' willingness to start businesses in ecommerce;Factors such as working experience,business experience,educational capital,technical capital,family capital,social network,entrepreneurial atmosphere,policy support,and infrastructure have a significant positive impact on farmers' willingness to start businesses in e-commerce,while gender,age,and health capital have no significant impact on farmers' willingness to start businesses in e-commerce.In the fifth part,based on the conclusions of this study,this article puts forward suggestions such as paying attention to the individual characteristics of e-commerce entrepreneurial farmers,and correctly guiding farmers' e-commerce entrepreneurship,in order to provide some reference for promoting e-commerce entrepreneurship in rural areas,and promoting the long-term development of rural regional economies.