Research On The Influencing Factors Of Rural Entrepreneurship Improvisation In Digital Commerce Revitalizes Agriculture Background

With the continuous advancement of the rural revitalization strategy,rural entrepreneurship enterprises have gradually become an important support for the highquality development of rural industries.As one of the main driving forces for the development of rural regional economy in China,it has become a consensus from all walks of life that they can play a significant role in promoting the modernization of China’s agriculture and rural areas and opening up the urban and rural economic cycle.With the development of digital economy,China’s rural areas have ushered in the action of "digital business revitalizing agriculture",which emphasizes the empowerment of rural areas through digital technology and data resources.As the specific application of digital economy in agriculture and rural areas,the action of " Revitalizing agriculture through digital business" brings a new round of development opportunities to rural areas,while the new situation also brings a more uncertain environment to rural enterprises.The " Revitalizing agriculture through digital business " action can effectively improve the business environment in counties,which in turn can effectively improve regional entrepreneurial activity,especially in rural areas that are more dependent on resource endowment.Studies have shown that a high level of entrepreneurial improvisation can significantly improve entrepreneurial performance.Therefore,for rural enterprises,how to effectively achieve a high level of entrepreneurial improvisation is an urgent problem to be solved.Existing studies have found that entrepreneurial improvisation is jointly affected by multiple factors.Unfortunately,limited by traditional research methods that require each variable to be independent of each other,few studies have explored the synergistic influence of various element combinations on entrepreneurial improvisation of rural enterprises from a holistic perspective.Based on this,this thesis takes rural entrepreneurial enterprises as samples,systematically reviews the background of business and agriculture development,TOE framework,configuration theory and entrepreneurial improvisation theory,and adopts TOE framework from three aspects: technology,organization and environment.Five representative antecedents,such as digital technology application,big data capability,online social network,opportunity capability and social support,are screened out,and a research model is proposed and constructed to influence rural entrepreneurship improvisation.From the perspective of configuration,necessity condition analysis and configuration analysis were carried out on 160 questionnaire sample data combined with fuzzy set qualitative comparative analysis method(fs QCA),so as to explore the complex interaction between the influencing factors of rural entrepreneurship improvisation and a variety of equivalent configuration paths under the background of " Revitalizing agriculture through digital business ",in order to fill the gap in the research field of rural entrepreneurship improvisation.It provides reference for the entrepreneurial process of rural entrepreneurial enterprises.This study finally draws the following conclusions: First,in the process of improvisation,opportunity ability is particularly critical for entrepreneurial subjects in rural enterprises.In the process of entrepreneurship,entrepreneurial subjects need to pay more attention to the cultivation of their ability to identify opportunities if they want to achieve a high level of improvisation.Second,there are various configuration paths to achieve highlevel rural entrepreneurship impromptu.In this study,a total of four routes to drive rural entrepreneurship impromptu are obtained,which are divided into digital technology-driven rural entrepreneurship impromptu,data resource-driven rural entrepreneurship impromptu and dual-driven rural entrepreneurship impromptu according to technical conditions.Third,there is asymmetry between the path of high entrepreneurial impromptu of rural enterprises and the path of non-high entrepreneurial impromptu.The subject of entrepreneurial impromptu of rural enterprises should also pay attention to avoid forming the conditional configuration of non-high entrepreneurial impromptu when trying to realize the configuration path of high entrepreneurial impromptu.The theoretical contributions of this study are mainly in three aspects: First,TOE framework is introduced into the study of entrepreneurial impromptu of rural enterprises,which provides a holistic explanatory logic for identifying and selecting factors influencing entrepreneurial impromptu of rural enterprises.Second,focusing on the situation of "Revitalizing agriculture through digital business ",this thesis determines the influencing factors on the technical level of entrepreneurial improvisation of rural enterprises,and makes a contribution to broadening the application and research perspective of relevant factors in the study of entrepreneurial improvisation.Thirdly,the identification of multiple conditional configurations that can achieve high entrepreneurial impromptu in rural entrepreneurship enterprises is helpful to explain the characteristics of multiple causal concurrency and equivalence caused by entrepreneurial impromptu.In addition to theoretical contributions,this study also has certain practical implications: First,the entrepreneurial subjects of rural enterprises should conform to the development of The Times,grasp the current trend of digital empowerment,effectively achieve a high level of entrepreneurial improvisation,and promote entrepreneurial performance.Second,the subject of impromptu entrepreneurial behavior of rural enterprises should pay attention to the dynamic around them in real time and pay attention to the cultivation of their own opportunity ability.Thirdly,the subject of behavior should choose the combination of conditions suitable for itself according to the actual situation.