Analysis Of Influential Factors Of Entrepreneurial Behavior Of Farmer College Students Based On TPB Theory Model

Since the beginning of the new century,with the in-depth development of industrialization and urbanization,a large number of young and middle-aged laborers in rural areas have chosen non-agricultural employment,which has led to the continuous strengthening of the trend of concurrent farming,agricultural aging,and agricultural sideline operations.Grain growing on the ground has become the biggest obstacle and challenge to ensure the national food security strategy and realize the modernization of agriculture and rural areas under the basic national conditions of "big countries and small farmers." However,in recent years,with the continuous deepening of rural reforms,the policy system for the integration of urban and rural development has been continuously improved,and the policy of innovation and entrepreneurship has been continuously optimized,attracting young people with aspiring to return to the countryside for entrepreneurship,and promoting the integration and development of rural one,two,and three industries.Tourism and other new industries and new formats continue to emerge,expanding the industrial chain and upgrading the value chain.Agriculture and rural areas have become a broad stage for the innovative development and talent display of aspiring young people.Finding opportunities for further education,improving academic ability,and learning to go home to start a business have become a rational choice for a group of rural youth.Taking the peasant college students trained by "one Village and one College Student Project" in Jiangxi Province as the research object,this paper discusses the transformation process of peasant college students’ entrepreneurial behavior under the background of the development of agricultural and rural modernization.Based on the theory of planning behavior and ternary interaction,the three factors(entrepreneurial attitude,subjective norm,perceptual behavior control)under the theory of planning behavior are selected as independent variables,entrepreneurial intention as intermediary variable,entrepreneurial behavior as dependent variable,and government entrepreneurial support as regulating variable to explore the entrepreneurial attitude and subjective norms of entrepreneurial intention in peasant college students.The intermediary role between perceptual behavior control and entrepreneurial behavior,as well as the regulatory role of government entrepreneurial support between entrepreneurial intention and entrepreneurial behavior of peasant college students.Based on the literature review and combining with the current situation of the peasant college students,through the field investigation of the base JiangXi Agricultural University,which trains the peasant college students in Jiangxi Province,has obtained the research data.In this paper,438 parts of the effective questionnaire are obtained after screening and sorting the data,and the research hypothesis and the theoretical model of this paper are put forward in combination with the relevant theories.The model building is verified by using the model of the structural equation and the hierarchical regression model by using the AMOS 18.0 and the SPSS21.0 analysis software.The research results show that the entrepreneurial attitude,the subjective norm and the perceived behavior control of the peasant college students have a significant positive impact on the entrepreneurial will and the entrepreneurial behavior,and the entrepreneurial willingness has an intermediate role in the relationship between the entrepreneurial attitude,the subjective norm,the perceived behavior control and the entrepreneurial behavior,respectively;The government entrepreneurship support mediates the relationship between entrepreneurial willingness and entrepreneurial behavior.In this paper,the entrepreneurial behavior of the peasant college students is regarded as a dynamic process from the point of view,from the perspective of the theory of planning behavior to the main factors that affect the entrepreneurial behavior of the peasant college students.Different from the previous scholars,the focus of the study is focused on the entrepreneurial will or the entrepreneurial behavior,thus ignoring the process of the transformation between the entrepreneurial will and the entrepreneurial behavior.This paper,based on the view of the theory of planning behavior,adopts the structural equation model and the hierarchical regression model to study the influence factors of the entrepreneurial behavior of the peasant college students,not only the research content of the peasant entrepreneurship behavior is more in-depth,the research method is more diverse,Moreover,the application of the plan behavior theory in the field of entrepreneurship is also improved and enriched.