摘要
采用有序Logit回归模型,应用中介效应与调节效应分析方法,探讨社会网络对农民电商创业意愿的作用机制。结果表明:现实社会网络对农民电商创业意愿无显著性影响,虚拟社会网络显著正向影响农民电商创业意愿;创业机会识别是虚拟社会网络与农民电商创意愿的中介变量;创业榜样在现实与虚拟社会网络影响农民电商创业意愿中存在正向调节效应。基于此,提出加强现实与虚拟社会网络的构建、提高创业机会识别能力、发挥创业榜样的引领作用等政策建议。
The study,with the ordered logit regression model,explores the mechanism of social network on farmers’e-commerce entrepreneurship intention by using the mediating and moderating effect analysis method.The results show that the real social network has no significant impact on farmers’E-commerce entre⁃preneurial intention which can be significantly and positively affected by virtual social network.Entrepreneur⁃ial opportunity recognition is the intermediary variable between virtual social network and farmers’e-com⁃merce entrepreneurial intention.Entrepreneurial model plays a moderating role which casts a positive effect when virtual social network affects farmers’e-commerce entrepreneurial intention.On this basis,some policy suggestions are proposed such as strengthening the construction of realistic and virtual social network,improv⁃ing the ability to identify entrepreneurial opportunities,and developing the leading role of entrepreneurial models.
作者
吴春雅
江帆
袁云云
WU Chun-ya;JIANG Fan;YUAN Yun-yun(The Rural Revitalization Research Institute,Jiangxi Agricultral University,Nanchang 380045,China;National Agricultural and Rural Development Research Institute,China Agricultural University,Beijing 100083,China;School of Economics and Management,Jiangxi Agricultural University,Nanchang 380045,China)
出处
《农林经济管理学报》
CSSCI
北大核心
2020年第6期707-715,共9页
Journal of Agro-Forestry Economics and Management
基金
国家自然科学基金项目(71663031)
江西现代农业及其优势产业可持续发展的决策支持协同创新中心招标课题(XDNYA1505)。
关键词
电商创业意愿
现实社会网络
虚拟社会网络
中介效应
调节效应
E-commerce entrepreneurial intention
realistic social network
virtual social network
mediating effect
moderating effect
