Study Of College Students' Rural Employment Intention Based On Theory Of Planned Behavior

With the implementation of China's rural revitalization strategy,the contradiction between the shortage of rural talents and the low intention of college students to work in rural areas has become one of the key factors impeding the goals of the strategy.Accompanying increased college enrollments is the number of China's college students growing year by year with mounting employment pressure.In order to alleviate college students' employment pressure and to attract talents for rural revitalization,the government has continuously introduced policies to guide suitable college students to rural employment.However,the intention of college students to work in rural areas is still low,while the shortage of talents for rural revitalization remains to be resolved.Guided by the theory of planned behavior,this paper conducts a questionnaire and interview survey of undergraduates in H Province and employs descriptive statistics,difference analysis and structural equation modeling for data processing and analysis with the aid of SPSS26.0 and AMOS26.0.In exploring how behavioral intention(attitude,subjective norm and perceived behavioral control)and environmental perception(rural employment policy,rural physical environment,public opinion on rural employment,and employment guidance in colleges and universities)influence the rural employment intention of college students,this paper focuses on attitude as a moderating variable between environmental perception and rural employment intention.The results are as follows:first,college students currently have a negative environmental perception of rural employment;second,college students currently have low rural employment intention,with significant differences in gender,sibling status,birthplace,education level,major,grade and rural internship experience;third,factors having significant positive effects on college students' rural employment intention are primarily attitude towards rural employment,secondarily subjective norm,and tertiarily perceived behavioral control;fourth,college students' environmental perception of rural employment works on their rural employment intention indirectly by affecting their attitude towards rural employment,which serves as a complete moderator in this process.Based on the research results,this paper provides a few suggestions for promoting rural employment of college students: first,a basic security system and a characteristic industry system for rural areas should be built with a focus on environmental perception of rural employment,and the invisible hand of the market and the visible hand of the government should be utilized to enhance college students' environmental perception of rural employment;second,the influence of significant others should be allowed for,and a multi-integrated rural employment publicity and guidance system should be established for the government,the media and colleges and universities to jointly create public opinion that reaches college students and their significant others;third,obstacles to the employment process should be removed by creating a“college-countryside” talent flow service system and a talent supply and demand information platform to drive college-town-enterprise cooperation in an online-to-offline manner.