Research On The Influencing Factors And Countermeasures Of College Students' Entrepreneurial Choice Behavior In The Post-epidemic Era

College Students’ entrepreneurship has always been a hot issue of social concern,and a large number of scholars have conducted in-depth research on College Students’ entrepreneurial behavior.In fact,the success rate of College Students’ entrepreneurship is less than 10%every year,and the failure of College Students’ entrepreneurship has become a very common phenomenon.The novel coronavirus pneumonia decision is very important for the success of entrepreneurship.Especially after the new crown pneumonia epidemic has a significant impact on the domestic economy,the entrepreneurial environment of Chinese college graduates has changed.Many college students are still confused and blind about their choice of entrepreneurship,and there are also their own cognition and external environment.In the post epidemic era,it is necessary to clarify the influencing factors of College Students’ entrepreneurial choice behavior.In this study,according to the idea of putting forward problems,analyzing problems and solving problems,first of all,due to the impact of the epidemic situation,the entrepreneurial environment has changed,and the problems of College Students’ entrepreneurial choice behavior are put forward.Secondly,according to the research of scholars’ literature theory,identify and extract the influencing factors for analysis,construct the theoretical model of influencing factors and put forward the research hypothesis.Spss26.0 and Amos software were used to test the reliability,validity and factor analysis of the scale and survey data.Structural equation modeling was used to test the influencing factors,theoretical models and corresponding hypotheses.The results show that college students’ entrepreneurial choice behavior is affected by both subjective factors and situational factors.Subjective factors include entrepreneurial motivation,entrepreneur’s ability and behavior intention,while situational factors refer to entrepreneurial environment variables.The above four variables directly affect entrepreneurial choice behavior,and all have significant positive effects.Among them,entrepreneurial environment has the most significant impact on College Students’ entrepreneurial choice behavior,followed by the ability of entrepreneurs.Entrepreneurial environment and ability of entrepreneurs play a greater role in entrepreneurial choice behavior under the influence of entrepreneurial motivation and behavior intention.Affected by the epidemic,the domestic economic environment is not as good as in the past,and the entrepreneurial environment has changed greatly.When college students make entrepreneurial choices,they pay more attention to the impact of the external environment on entrepreneurship.Entrepreneurs have a strong ability and quality,which can provide a positive effect on College Students’entrepreneurial choice behavior,increase the willingness of College Students’entrepreneurial choice behavior,and enhance the confidence of college students to make entrepreneurial choice in the post epidemic era.Finally,the paper analyzes the coping strategies according to the empirical results.At the external subject level,the government,universities and society should strengthen the positive guidance of College Students’ entrepreneurial choice,and create a good entrepreneurial environment;at the individual level,entrepreneurs should improve their decision-making ability of entrepreneurial behavior,so as to better deal with the complex external environmental changes in the entrepreneurial process.