A Study On The Relationship Between Social Network Embedding,Entrepreneurial Learning And Entrepreneurial Performance Of We Media For Agriculture,Rural Areas And Farmers

With the proposal of “rural revitalization”,the policy of “agriculture,rural areas and farmers” has been gradually promoted.Therefore,a derived group —— “We Media for Agriculture,Rural Areas and Farmers” has emerged.“We Media for Agriculture,Rural Areas and Farmers” deeply integrates Internet technology with“agriculture,rural areas and farmers” and has a good development prospect.“Internet+ Rural Areas” has become a new form of economic development in rural areas,attracting many high-level professionals to return home to start businesses.However,many problems inevitably appear in the development process of “We Media for Agriculture,Rural Areas and Farmers”.At present,only a few of the entrepreneurship about “We Media for Agriculture,Rural Areas and Farmers” are on the right track,which is in urgent need of government funding and policy support.At the same time,the students trained by higher education now know less and less about the countryside and farmers,and lack of entrepreneurial study related to “agriculture,rural areas and farmers”.Therefore,in the current stage of rural development,it is urgent to improve the performance of rural innovation and the entrepreneurial learning method of “We Media for Agriculture,Rural Areas and Farmers”.It is of great practical significance to optimize the social network and rural dynamic environment faced by “We Media for Agriculture,Rural Areas and Farmers”.From social network embedding visual angle,this study selects three agriculture from the new media group as the research object.Based on the review of related literature,this paper chooses social network embedding as an independent variable,including relational embedding and structural embedding,and chooses entrepreneurial performance as a dependent variable which includes survivability performance,satisfaction performance and growth performance.Meanwhile,this paper chooses entrepreneurial learning as an intermediary variable which includes experience,cognitive and practice,and introduces environmental dynamics as a regulating variable,including dynamic customer requirements,product technical dynamics,market dynamics and national policy dynamic.Based on previous literature studies,this paper constructs a theoretical model on the entrepreneurial performance of “We Media for Agriculture,Rural Areas and Farmers”,and proposes hypotheses to verify the three direct interaction paths between social network embedding,entrepreneurial learning and entrepreneurial performance,the mediating effect of entrepreneurial learning,and the regulatory effect of the environment dynamism.Then the questionnaire is modified and improved according to the special group of “We Media for Agriculture,Rural Areas and Farmers” by referring to the maturity scale.Then,analysis software such as SPSS25.0 and AMOS26.0 are used to conduct empirical analysis on the recovered data,including descriptive statistical test,reliability and validity analysis,exploratory factor analysis,confirmatory factor analysis and common method deviation test.All the above test results meet the requirements.Finally,further relevant analysis and regression analysis are carried out.The first is to perform multiple linear regression on the three direct action paths among social network embeddings,entrepreneurial learning and entrepreneurial performance,and then the mediating effect of entrepreneurial learning and the moderating effect of environmental dynamics are tested to see whether the hypothesis is met.The results show that social network embedding and entrepreneurial learning(experiential learning and practical learning)have a significant positive impact on the entrepreneurial performance of “We Media for Agriculture,Rural Areas and Farmers”.Social network embedding plays a positive role in promoting entrepreneurship learning of “We Media for Agriculture,Rural Areas and Farmers”.Entrepreneurial learning plays a mediating role between social network embeddedness and the entrepreneurial performance of “We Media for Agriculture,Rural Areas and Farmers”.Environmental dynamics have a moderating effect on the two pathways between social network embedding and entrepreneurial learning and entrepreneurial performance.However,environmental dynamics have no significant moderating effect on the entrepreneurial learning and entrepreneurial performance.Based on the above research results,this article proposes strategies and suggestions to promote the development of rural innovation entrepreneurship and improve entrepreneurial performance for entrepreneurs and the government.