From The Perspectivr Of Social Capital Theory Research On The Willingness Of College Students’ Micro-Business

In recent years,people have gradually become accustomed to changing from offline communication to online communication,all of which benefit from the development of Internet technology and the popularization of mobile smart phones.The popularity of We Chat and the rapid increase in application speed,We Chat Moments have become the most frequent platform for people to click and browse in We Chat software.Friends in Moments can learn about each other’s life dynamics and other related information.In this context,micro-businesses have gradually emerged.Due to its characteristics-low threshold,easy operation,low cost,low risk,etc.,the micro business has developed rapidly in recent years,especially attracting the attention of women,college students,and unemployed groups.It can be said that the micro business industry and groups are similar to those in recent years.A well-known topic every year.This research is based on the question of "College students’ willingness to operate micro-businesses",and introduces the three elements of social capital-social trust,social norms,and social relationship networks to construct a model of individual self-awareness-risk-taking-business willingness relationship.Based on social capital theory,entrepreneurial cognition theory and public governance theory,and it mainly conducts research on the willingness of college students to conduct micro-business operations.First,it investigates the situation of college students’ self-perception of micro-business operations,that is,the situation of self-efficacy and cognitive bias.Secondly,it investigates the college students’ risk-taking situation in the process of micro-business operations,that is,the degree of college students’ risk-taking ability and willingness to take risks in micro-business operations.Again,through the analysis of the above two variables,the correlation and regression analysis between the two variables are carried out to reveal the degree of influence and the causal relationship between the two.Finally,take the degree of risk-taking as an intermediary variable to study the overall correlation and effect of self-cognition and the willingness of micro-business operations.The author conducted an online survey on the group of college students around him,and collected 219 valid questionnaires.The data obtained are highly reliable and valid.Through SPSS software to carry out correlation,regression,mediation effect of variables,finally derive the research findings of this article from the three aspects of influencing factors,degree of influence,and mechanism of action,so as to discover and explore the deep-seated willingness of college students to operate micro-business The mechanism path.The main enlightenment and significance of this article are: First,study the correlation and interaction between college students’ self-perception,risk-taking,and business willingness,and explain how college students’ self-awareness affects college students’ ability and willingness to take risks,and thus influence Willingness of We Chat business.Second,it allows college students to understand how social capital affects the entire process of micro-business operations,so that college students are fully aware of the importance of social capital.