Study On The Influencing Factors Of College Students' Willingness To Return Home And Start A Business In Hebei Province Based On TPB Model

During the 13 th Five Year Plan period,China's agricultural modernization has made gratifying achievements.The next 14 th Five Year Plan period is a good time to take advantage of the victory to develop agriculture and revitalize rural areas.However,in terms of the current reality,the brain drain in rural areas is serious.After graduation,college students stay in big cities to seek "better" development.Without the support of talents,the development of rural areas will be more backward.However,the more backward rural areas are,the more difficult it is to attract talents,forming a vicious circle of backwardness-difficulty in attracting talents-more backwardness.As a special group born in rural areas,rural college students have the advantages of being familiar with and understanding rural areas,and become more suitable candidates for returning home and building their hometown.How to improve college students' willingness to return home and start a business has become a hot issue that needs to be solved urgently.To solve this problem,based on combing the relevant literature at home and abroad,combined with push-pull theory,and guided by the three dimensions of TPB model: behavior attitude,perceived behavior control and subjective norms,this paper designs questionnaires,puts forward hypotheses and conducts field research to obtain data.By analyzing the relevant data of individual characteristic factors and three elements of TPB model with the relevant data of College Students' willingness to return home and start a business,it is found that:(1)Gender,educational background,major,family location,family economic conditions and whether there are entrepreneurial projects among the physical characteristics factors affect college students' willingness to return home for entrepreneurship,while grade is not the factor affecting college students' willingness to return home for entrepreneurship.(2)demand motivation,responsibility Motivation,achievement motivation and opportunity motivation in behavior attitude have a positive impact on College Students' willingness to return home and start a business,and the degree of influence is demand motivation > achievement motivation > responsibility Motivation > opportunity motivation.(3)There is a significant positive correlation between entrepreneurial ability and entrepreneurial control in perceived behavior control and college students' willingness to return to their hometowns to start a business,and the influence of entrepreneurial control is greater than that of entrepreneurial ability.(4)The influence from family,University,society and government shows the same change relationship with the willingness of college students to return to poor rural areas to set up enterprises,and the degree of influence is government influence,University influence,social influence and family influence from large to small.Based on the research results,this paper puts forward relevant countermeasures and suggestions from the four levels of government,University,family and enterprise under the guidance of diversified governance theory and the starting point of diversified governance led by the government and participated by universities,enterprises,families and enterprises.It is hoped that with the joint efforts of families,universities,government and society,Eliminate college students' worries about returning home to start a business,improve their willingness to return home to start a business,and promote more college students to return home to start a business and build their hometown.