Research On The Impact Of Rural Entrepreneurship Environment On College Students’ Rural Entrepreneurship Willingness

The“Rural revitalization strategy” is an important strategy for the party to develop the rural economy in the new era,and is also the key to the work of“Agriculture,countryside and farmers”.Document No.1 of the Central Committee of the CPC 2023 explicitly to strengthen the construction of rural talent teams,guide professional and technical personnel to enter the countryside to work part-time and get paid part-time,and to leave their posts to start businesses,and implement the women’s Initiative for rural revitalization and the Youth Talent Development Initiative,cultivate more talents who know more about agriculture,love agriculture and take root in the countryside.It is of great significance for accelerating agricultural modernization to solve the problem of shortage of rural talents and optimize the structure of rural industry and employment.On the other hand,compared with other social groups,college students have many advantages and backgrounds in rural entrepreneurship,such as national policy advantage,talent field advantage,market demand advantage,resource advantage and social advantage,etc.,for its innovation and entrepreneurship in the rural area to provide a broad space for development and bright prospects for development.Due to the restriction of the family background and social experience of this special social group,especially in the current rural entrepreneurial environment is not perfect,they may encounter a large number of problems and setbacks in the process of starting a business in the countryside.Therefore,the government and the society should give more encouragement and support to the college students.In this case,it is particularly important to study the impact of rural entrepreneurship environment on college students’ rural entrepreneurship will and path.In this paper,a questionnaire is used to study the current situation of college students and the development of rural areas,a web-based questionnaire was generated and sample data was collected by forwarding between students.By searching and reading the relevant literature and referring to the academic achievements on the research of college students’ rural entrepreneurship,this paper studies the influence of rural entrepreneurship environment on college students’ rural entrepreneurship will,and through the data analysis to explore the intermediary effect of their own entrepreneurial ability and individual willpower adjustment effect.The empirical results show that: the rural entrepreneurial environment has a significant positive impact on college students’ rural entrepreneurial willingness;The mediating role of entrepreneurial ability between rural entrepreneurial environment and entrepreneurial will is regulated by individual willpower level.In addition,entrepreneurial ability has a more significant effect on the rural entrepreneurial will of college students with high level of willpower,that is,there is a moderating intermediary effect.