| The continuous expansion of higher education in China has led to the expansion of the scale of graduates year by year.As the main training organization for college students,there are still shortcomings in employment guidance in colleges and universities,coupled with the huge impact of the new crown pneumonia epidemic on the employment market,multiple factors have intensified the contradiction between supply and demand in the employment of college students,and the employment situation of college graduates has become more and more severe.Meanwhile,with the deepening of the national rural revitalization strategy,it provides opportunities for university graduates to return to their hometowns for employment.Talent support is the key link of rural revitalization,and rural areas need the participation of higher talents.As higher talents who have received systematic education in theoretical knowledge and skills,college students have high comprehensive qualities,which can strengthen the construction force of rural areas and strengthen the rural revitalization team.In the context of the rural revitalization strategy,actively encouraging college students of rural origin to return to their hometowns for employment is not only conducive to solving the problem of difficult employment for college students,but also can inject new momentum into rural development,which has far-reaching effects on the socialist modernization of China.This study takes rural university students as the research object,focusing on the factors affecting this group’s willingness to serve in the countryside.Combining push and pull theory,human capital theory and social capital theory,descriptive statistics were first conducted on the questionnaire data to understand the current situation of rural university students’ willingness to serve in the countryside,then various individual characteristics,human capital and social capital were examined,and then regression models were used to analyse the extent to which each factor The study found that rural students’ willingness to serve in the countryside was not as high as their willingness to serve in the countryside.It was found that college students of rural origin have a higher willingness to serve the countryside,but a lower willingness to choose the path of returning to the countryside to start a business;there are differences in the willingness of college students with different individual factors to work in the countryside,and the degree of family support for college students of rural origin to serve the countryside is higher;the power of different factors to influence the willingness of rural students to serve in the countryside has different directions and degrees,and the combination of urban push and rural pull forms the forces that encourage rural students to return to their hometowns.Based on the findings of the study,and combining the push-pull theory,human capital theory and social capital theory,this paper proposes from the government’s perspective that it should make full use of the pull and push factors,guarantee the implementation of policies,strengthen policy publicity,optimize basic living conditions and actively create a good social environment for rural employment and entrepreneurship,so as to enhance the willingness of rural college students to serve the countryside.At the same time,we advocate that universities should strengthen the guidance for rural students to serve the countryside,take appropriate measures to enhance their sense of belonging,provide resources to support rural students,and add agricultural-related contents to the curriculum;we encourage rural students to be prepared to serve the countryside,to have a proper understanding of rural work,to improve their ability to serve the countryside,and parents of rural students to actively support them,in order to provide references for ideas to enhance the willingness of rural students to serve the countryside. |
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