Research On The Impact Of Social Network On Entrepreneurial Performance Of Rural E-commerce Based On The Perspective Of Entrepreneurial Learning

Driven by "Internet+" and "mass entrepreneurship and innovation",the Internet has rapidly penetrated into the rural areas.E-commerce has become an important carrier of entrepreneurial activities.And e-commerce entrepreneurship has become the key to changing the mode of rural economic development and promoting rural economic growth.From the perspective of entrepreneurial motivation of rural e-commerce entrepreneurs,improving entrepreneurial performance is one of the most important goals.As a traditional and typical relational society,social network can play an important role in promoting farmers’ entrepreneurs to use and allocate resources reasonably.Some studies have shown that the role of social network is not necessarily manifested as a direct impact,in which intermediary variables play a certain role.Based on the survey data of four "Taobao villages" rural e-commerce entrepreneurs in Jiangxi Province,this study uses OLS regression model to analyze the impact of realistic and virtual social networks on the entrepreneurial performance of rural e-commerce,and explores the function mechanism and influence path of entrepreneurial performance of different dimensions of social networks on entrepreneurial performance of rural e-commerce by constructing the theoretical analysis framework of social networks,entrepreneurial learning and entrepreneurial performance of rural e-commerce,combined with the intermediary effect test mechanism.On this basis,Tobit regression model is used to test the robustness of the impact of realistic and virtual social networks on the entrepreneurial performance of rural e-commerce.The results show that:(1)Realistic and virtual social network has a significant positive impact on the entrepreneurial performance of rural e-commerce.From the perspective of influence degree,the virtual social network is larger than the traditional realistic social network.The traditional realistic social network can provide material and spiritual support for the farmers’ entrepreneurs,while the online virtual social network can break through the space-time limit,so that the e-commerce entrepreneurs can obtain information in time,understand the market situation and dynamics,and improve the entrepreneurial performance.(2)Entrepreneurial learning played a partial intermediary role in the positive impact of social network on the entrepreneurial performance of rural e-commerce.Social network is an important source to obtain entrepreneurial resources and carry out entrepreneurial learning.Through entrepreneurial learning,rural e-commerce entrepreneurs can improve their awareness of entrepreneurial resources and broaden the access to entrepreneurial resources.(3)The control variables such as educational level and business experience have a significant positive impact on the entrepreneurial performance of rural e-commerce.According to the results of this study,policy recommendations and countermeasures to improve the performance of farmers’ e-commerce entrepreneurship from the aspect of government and e-commerce entrepreneurs are put forward.From the perspective of the government,the government should improve the relevant supporting policies of rural e-commerce to create a good entrepreneurial atmosphere,strengthen the education and training of entrepreneurial learning for rural e-commerce entrepreneurs,and coordinate various resources as a whole to play a positive role in the construction of social networks.From the point where the farmers’ e-commerce entrepreneurs themselves stand,they need to pay more attention to the cultivation of innovation awareness and ability,continue to strengthen entrepreneurial learning,and actively participate in various entrepreneurial training activities to improve their quality.At the same time,they should constantly enrich the interpersonal circle and participate in the construction of online community based on the existing social network,so as to develop and build a wide and in-depth network relationship.