Research On Influence Mechanism Of Social Network On Youth Returnee’ Entrepreneurial Intention

Returning to their hometown to start a business is an important tool for the comprehensive implementation of the rural revitalization strategy,an effective measure to eliminate poverty and realize common prosperity of rural people,and a key force to drive farmers to increase their income and promote the coordinated development of urban and rural areas.As the backbone of the group of returning youths,the participation of this group injects new development momentum to accelerate the modernization of agriculture and rural areas.Social network relationships across urban-rural borders are a key channel for returning youth to access entrepreneurial information resources,which link them to new consumption trends,product ideas and business models that are not reflected in the market activities in their hometowns.Scholars have increasingly focused on the role of social networks in influencing entrepreneurial intentions and new venture performance.As a prior condition for individuals to carry out entrepreneurial activities,it is of great practical importance to investigate the mechanisms of entrepreneurial intentions in the hometown context.However,few studies have been conducted to explain the mechanism of social network relationships on the willingness of youth returnee to start a business in their hometown.Based on the above analysis,this paper combines social network theory,opportunity recognition theory,and entrepreneurial learning theory to construct a model of the relationship between social network relations,entrepreneurial opportunity recognition,and entrepreneurial willingness to return home,and incorporates entrepreneurial learning as a moderating factor.In this paper,we divide social network relationships into three dimensions: scale,relationship strength and structure,and discuss the paths of their effects on entrepreneurial willingness to return home,the mediating role of entrepreneurial opportunity recognition in the above three paths,and the moderating role of dual entrepreneurial learning(exploration and exploitation)on the relationship between social network relationships and entrepreneurial willingness to return home,so as to explain more completely the effects of social.This paper uses a questionnaire survey to collect information on the impact of social network relationships on the willingness of youth to return to their hometowns.In this paper,314 samples of data from Guangxi and Shandong provinces were collected using questionnaires,and SPSS 26.0 and Mplus 8.0 were used to conduct reliability tests,correlation analysis,hierarchical regression,sequential tests,and Bootstrap sampling tests on the obtained data to verify the research hypotheses proposed in this paper.The conclusions are as follows:(1)scale and structure play a significant positive role in entrepreneurial opportunity identification,while relationship strength does not have a significant effect on entrepreneurial opportunity identification;(2)entrepreneurial opportunity identification partially mediates the relationship between scale,structure and youth returnee’ entrepreneurial intention;(3)exploration and exploitation positively moderate the relationship between entrepreneurial opportunity identification and youth returnee’ entrepreneurial intention(4)exploration positively moderates the mediating effect of entrepreneurial opportunity identification,while exploitation does not significantly moderate the mediating effect.This paper constructs a moderated mediation model that organically links rural youth,social network relationships,entrepreneurial opportunity recognition,entrepreneurial learning,and returnee’ entrepreneurial intention,and further analyzes the relationship between social network relationships,entrepreneurial opportunity recognition,entrepreneurial learning,and willingness to return home to start a business through model testing.This study not only enriches and expands the research application of social network theory and entrepreneurship theory,but also provides some practical suggestions and insights for young entrepreneurs and related policy makers on hometown entrepreneurship.