Research On Female Entrepreneurs’ Competency And Its Impact On Entrepreneurial Performance Of Social E-commerce Platform

With the popularity of the mobile Internet and the widespread use of mobile social tools,social e-commerce has emerged.Compared with traditional e-commerce,the difference between social e-commerce is mainly reflected in the fact that it is based on the trust between individuals to create a buying and selling relationship.Starting from the sale of beauty products such as facial masks by We Chat merchants in the We Chat circle of friends,to today’s live broadcast,new forms of e-commerce are constantly emerging.Social e-commerce is showing a thriving development trend.At the same time,in today’s society,more and more women are beginning to abandon traditional social positioning and embark on the road of independent entrepreneurship.Under the prestige of social e-commerce,female entrepreneurs can be seen everywhere,and some people say that the era of the Internet "her economy" has arrived.However,from a practical point of view,like other industries,there are certainly many successful entrepreneurs in the social e-commerce industry,but there are also a handful of exiters.For example,the wechat merchants who often advertise in the circle of friends may disappear overnight,and it is hard to see the trace of their advertisements.On a whim,why don’t you publish advertisements recently? They often get the answer that "it’s not easy to do" or "the performance is not good,so I can’t go on.".The author is curious,then how can "do well" ?Based on this,this study answers this question from the perspective of competency.The research shows that although entrepreneurial performance is affected by many factors,entrepreneurial competency is an important predictor of entrepreneurial performance and the key of entrepreneurial success.Therefore,the first question arises:in the context of the continuous influx of women into the social e-commerce industry,what kind of entrepreneurial competence is needed? At the same time,in the context of highly uncertain environment and rapidly changing market,entrepreneurs need to make entrepreneurial commitment to maintain the further development of their entrepreneurship.Especially in the social e-commerce industry,the entry threshold is low,and it is easier to enter and exit,which shows the importance of entrepreneurial commitment.The second question is whether the entrepreneurial competence of these entrepreneurs has an effect on their entrepreneurial performance through entrepreneurial commitment? Thirdly,how can the family support of female entrepreneurs with high-intensity family work conflict affect their entrepreneurial process?Based on the above social phenomena and the problems that have not been fully studied,this paper carries out two sub studies.Because the scope of social e-commerce is too wide,this study focuses on its typical representative,Wechat business entrepreneurs.At the same time,the existing entrepreneurial competency research does not strictly take into account the differences between female entrepreneurs and male entrepreneurs,and does not fully consider the differences of entrepreneurs in the industry.Therefore,in order to reduce the error caused by directly applying the existing research conclusions,this study focuses on the wechat business entrepreneurs.In sub study 1,this paper used semi-structured interview method to conduct interviews with 9female entrepreneurs relying on wechat platform,and combined with the existing research conclusions,the paper got the connotation of entrepreneurial competence of female entrepreneurs in this industry.In sub study 2,the results of the interview in sub study 1 were applied to the measurement tools of entrepreneurial competence at this stage,and the mechanism of entrepreneurial competence on entrepreneurial performance was discussed.A research model of the relationship among entrepreneurial cmpetence,entrepreneurial commitment,family support and entrepreneurial performance was constructed,the mediating role of entrepreneurial commitment and the moderating role of family support was discussed.Finally,the following conclusions are drawn.Firstly,the entrepreneurial competence of female entrepreneurs on wechat platform is a multidimensional concept,including relationship building capability,cognitive learning ability,entrepreneurial drive,entrepreneurial binding force and skill operation ability.Among them,the predictive effect of relationship building ability,cognitive learning ability and entrepreneurial internal drive on entrepreneurial performance has been verified in this study.Secondly,the entrepreneurial commitment of female entrepreneurs is a mediator between entrepreneurial competence and entrepreneurial performance.Thirdly,family support is a moderator in the link of entrepreneurial competence and entrepreneurial commitment,and also a moderator in the link of entrepreneurial commitment and entrepreneurial performance.At the same time,this study also puts forward management enlightenment from the perspective of practice.Firstly,the social e-commerce industry has put forward high requirements for entrepreneurs’ time and energy.Female entrepreneurs who want to make great achievements still need to pay a lot of time and energy,and at the same time,they should improve their entrepreneurial competence.Secondly,social e-commerce industry has a lower threshold,and it is easier to enter and exit than other industries.Therefore,entrepreneurs should attach importance to entrepreneurial commitment,and be willing to pay a high degree of entrepreneurial commitment,take root in the cause to improve entrepreneurial performance.Thirdly,although social e-commerce has broken the boundaries of time and space,entrepreneurs who are wives and mothers still can’t do their best to start a business.Their family members should provide multi support for entrepreneurs,understand their hardship and pressure,reduce their burden,and help them achieve high-quality development.Fourthly,social e-commerce industry needs more attention and research to make a more reasonable explanation and prediction of its phenomenon,and promote its healthy and sustainable development.There are two main innovations in this study.Firstly,analyzing the reasons for the differences in entrepreneurial performance of social e-commerce entrepreneurs from the perspective of entrepreneurial competence,which enriches the theoretical connotation of entrepreneurial competence Secondly,entrepreneurial competence,entrepreneurial commitment,entrepreneurial performance and family support of entrepreneurs are included in the research framework,covering individual entrepreneurs and their interaction with the external environment,depicting a complete performance generation process.Due to the limitation of time and energy,this study also has deficiencies.Firstly,it does not draw more abundant conclusions by comparing all types of entrepreneurs in social e-commerce industry.Secondly,this study does not match the entrepreneurial competence of entrepreneurs with their entrepreneurial stage.Thirdly,the competency of female entrepreneurs relying wechat in this study needs to be further tested.It is expected that the conclusions of this study can provide references for subsequent related studies.