Rural Micro-Enterprise Startup: Information Ability Of Entrepreneurs And Entrepreneurial Performance

In the research on solving the problems facing agriculture, rural areas and farmers, encouraging and promoting farmers to start a business is considered one of effective measures, and starting micro-enterprises in rural areas is an excellent business model for farmers. Farmers have a great need for information in the business activities, but their information ability is weak. Studying the rural micro-enterprise entrepreneurs' information ability has a positive practical significance. In this paper, we get the entrepreneur as an object of study, and explore the relationship between information ability and entrepreneurial performance, then give some relevant recommendations to provide guidance for farmers to set up micro-enterprises and develop their micro-enterprises。The study based on relevant literature and survey, use Qualitative Research and Quantitative Research, Combine theory and empirical methods to make the definition about information ability of rural entrepreneurs, find constituent elements of entrepreneurial ability and explore the relationship between information ability and entrepreneurial performance, and finally give some advice to increase the rural micro-enterprise entrepreneurs'information ability. Detailed study as follows:The first section describes the background and significance of this study, related definition, the content structuring papers and innovation. The second part review existing research about rural micro-enterprises, individual information ability, business performance, and generalize relevant concepts, research methods, research findings from existing documentation. The third part is the empirical study design. Build the rural micro-enterprise entrepreneurs'information ability into five dimensions:information needs of identification and representation, information retrieval and access, information Evaluation and Treatment capacity, information use and exchange, information integration and learning ability. And build entrepreneurial performance into profit performance and growth performance of the two dimensions. Based on this evidence, give the research framework and hypotheses, describes the design of the questionnaire structure and data analysis methods. The fourth part is the data analysis and discussion. Firstly do factor analysis on micro-enterprise entrepreneurs'information ability and entrepreneurial performance to test scale reliability, validity, then do difference analysis to identify differences about information ability and entrepreneurial performance based on statistical variables; do relevant and regression analysis to verify the correlation between information ability of the entrepreneur and entrepreneurial performance. The fifth part is the conclusion of the study and strategy.The relationship between micro-enterprise entrepreneurs'information ability and entrepreneurial performance:the information needs of identification and representation, information retrieval and access, information evaluation and processing capabilities, information use and exchange, information integration and learning ability are significant positive correlation about profit performance; The information needs of identification and representation, information retrieval and access, information use and exchange, information integration and learning ability are significant positive correlation about growth performance.The proposals to improve the information ability of micro-enterprise entrepreneurs: training entrepreneurs'information awareness, enhancing information technology capacity of entrepreneurs, increasing the rural information infrastructure construction, increasing rural information service mode and improve the quality of information services in rural areas.