Research On Influencing Factors Of Sports College Students' Internet Entrepreneurial Intention Under The Background Of"Internet Plus"

Entrepreneurship is not only beneficial for college students to achieve their personal value,but also advance the development of social economy and accelerate the transformation of industrial structure.With the rapid development of the Internet,the Chinese government put forward the "Internet plus" program,provides new ideas for college students' network business.At present,the number of students who start their own business after graduation is relatively small and the success rate is low.As a subjective attitude,entrepreneurial intention determines individual entrepreneurial behavior,which is a necessary psychological preparation and intrinsic motivation to start a business,and sports college students due to their long sports training,they are different from the students who graduated from ordinary universities in terms of personal characteristics.Those differences may affect their entrepreneurial intentions.In this study,students from 5 well-known sports universities in China are selected as the research object,and it analyzes the influential factors of the intention of entrepreneurship among college students under the "Internet plus" circumstance.Meanwhile it puts forward corresponding suggestions,so as to promote more college students entrepreneurship.The research conclusions are: first,the subjects of this research were more or less interested in entrepreneurship and their attitudes are very positive.Besides,some of the subjects have already started their own business or used the internet to start the business.Second,the descriptive analysis(a five-point scale)of the subjects' personal characteristics showed that the performance of the subject is good with the respective points more than 3,on challenge sector(3.40±1.13),collaborative initiative sector(3.45±1.16),initiative sector(3.52±1.10)and innovative sector(3.21±1.13).According to the descriptive analysis of environmental factors,the subjects of this research widely believed that the current business environment is favorable.Third,the regression analysis of entrepreneurial intentions of the undergraduates under the background of "Internet plus" shows that the regression coefficient of their personal factors of education and training,business interests,the internship or working experience in internet related companies is significant(p < 0.01),and the standardized regression coefficients are all positive,among which business interest is the most important influential factor(p=0.000 r=0.432).The regression coefficient of the challenging,cooperative,and innovative individual characteristics of sports college students is significant(p <0.01),and standardized regression coefficients are all positive,with innovation as the most important influential factor(p=0.000 r=0.422).And the regression coefficient of the externalenvironment influential factors of their understanding of "Internet plus",their use of the Internet and their family is also significant(p < 0.01),and standardized regression coefficients are all positive,among which the use of the Internet is the most important influential factor(p=0.000r=0.450).Based on the research results,the countermeasures to promote the online entrepreneurship intentions of sports college students in the context of "Internet plus" are put forward: to promote their understanding of entrepreneurship,cultivate students' personal qualities,improve the policy support of the government,strengthen the education and guiding of entrepreneurship from the society and colleges,foster family business support,and raise the students' willingness to start their own business in the background of "Internet plus".