The Research On Influencing Factors Of Farmers' E-commerce Entrepreneurship Based On Grounded Theory

The problem about "agriculture,rural area and farmer" has always been the focus of the party and the government,and the core content of party and government work.To solve the problem of "agriculture,rural area and farmer",the core is to solve the problem of farmers,and farmers in the core of the problem is their employment.At present,the peasant entrepreneurship has become the main way to solve the problem of farmers'employment.With the continuous promotion of e-commerce in rural areas,the direction of farmers' entrepreneurship has gradually shifted from offline business to online business,encouraging and supporting more farmers engaged in electronic Business entrepreneurship,not only can effectively solve the problem of farmers' employment,accelerate the transfer of rural labor force,promote the development of rural non-agricultural industry,but also can effectively use rural power resources,so that farmers can also benefit from the development of e-commerce and the Internet.Although the number of farmers in the number of business operators increased year by year,but overall,peasant electric business is still at a low level,therefore,to improve farmers' participation in business is very important.To this end,based on the theory of entrepreneurship,through the root of the theory to determine the influencing factors of farmers' electricity business.Based on the Theory of Planned Behavior,the paper constructs the structure model of influencing factors of peasant electrician business.And then use statistical analysis to determine the size of the impact of various factors,according to the farmers to improve the participation of entrepreneurs to provide guidance to promote to solve the problem of "agriculture,rural area and farmer",for the relevant government departments to develop farmer business promotion policy reference.The main conclusions are as follows:(1)Farmers' electricity business is affected by a variety of factors,which are economic pressure,resource acquisition,risk taking,entrepreneurial ability,opportunity recognition,entrepreneurial atmosphere,market environment cognition,social support and achievement motivation.(2)Survival of entrepreneurship in the peasant electric business dominated.(3)The dimensions of entrepreneurial attitudes have a significant impact on farmers' business,which is greater than the achievement motive.(4)The dimensions of the subjective norms have a significant impact on the farmers' business,which has greater influence on the entrepreneurial atmosphere than social support.(5)The dimensions of entrepreneurial self-efficacy have a significant impact on farmers' business,and the impact size is resource acquisition,risk taking,entrepreneurial ability,and opportunity recognition and market environment cognition.Based on the conclusion of this paper,the author puts forward three measures and suggestions to promote the entrepreneurial willingness of farmers' electrician business:pay attention to the entrepreneurial attitude of farmers and tap the potential entrepreneurs;improve the entrepreneurial environment and improve the subjective norms of farmers'entrepreneurship.The government strengthens the training and promotes farmers' Efficacy.