A Study On The Influencing Factors Of Entrepreneurial Willingness Of Farmers In Wuling Mountain Area Under The Background Of "Internet +"

It is an important national strategic plan to cultivate,encourage and support farmers to start their own businesses.Under the background of "Internet +",local governments in the national areas have successively formulated several relevant measures to support farmers’ entrepreneurship.However,due to many historical problems in rural areas of our country,It still faces problems such as low quality of farmers,lack of start-up capital,relatively backward rural ecological construction,lack of competitiveness of projects,and failure of relevant entrepreneurial policies to open the "last mile".This paper analyzes the influencing factors of farmers’ entrepreneurial behavior under the background of "Internet +",clarifies the practical problems that farmers are concerned about and urgently need to solve in the entrepreneurial process,explores the interaction mechanism among various influencing factors of farmers’ entrepreneurial behavior,and provides theoretical basis and practical guidance for the development of farmers in Wuling Mountain area under the background of "Internet +".Taking Qianjiang District of Chongqing as an example,through sorting out and summarizing existing theories,this paper innovatively constructs an empirical analysis system of entrepreneurial willingness of farmers in minority areas.The system includes individual characteristics of farmers and a five-level scale,among which the five-level scale covers three factors: individual endowment,entrepreneurial behavior and entrepreneurial environment.Based on this,the hypothesis of this paper is put forward: individual factors,individual endowment,entrepreneurial behavior and entrepreneurial environment of farmers will have a significant impact on their entrepreneurship.On the basis of field research and case interviews,this paper makes an empirical analysis of the questionnaire data,finds out the factors that affect farmers’ entrepreneurship under the background of "Internet +",and verifies the hypotheses.The research conclusions are as follows:(1)Taking Qianjiang District of Chongqing as an example,interviewing local staff and farmers,sorting out relevant information,policies and reports on farmers’ entrepreneurship under the background of "Internet +" in Qianjiang District.It is found that under the background of "Internet Plus",farmers are faced with four major problems: poor ecological and economic conditions for entrepreneurship,lack of capital and technology for entrepreneurship,lack of competitiveness of entrepreneurial projects,and unsound laws and systems.(2)Analyze the influencing factors of farmers’ entrepreneurship from the perspective of individual characteristics,individual endowment,entrepreneurial behavior and entrepreneurial environment,and adopt Logistic empirical analysis of the survey data.It is found that age,education level,operation and management ability,actively seeking entrepreneurial information,identifying entrepreneurial opportunities and turning them into actions,capital influence,support from relatives and friends,entrepreneurial models and atmosphere,environmental development level,and relevant policy support have significant influences on "Internet +" farmers’ entrepreneurship.However,gender,marital status,entrepreneurial knowledge,psychological quality and network resources have no significant influence on farmers’ entrepreneurship.By integrating the results of interviews and empirical analysis,factors influencing farmers’ entrepreneurial intention under the background of "Internet +" are explored.From the three aspects of individual factors,individual endowment and entrepreneurial environment,this paper puts forward some countermeasures and suggestions to promote farmers to have entrepreneurial intention and turn it into action.First,enhance farmers’ entrepreneurial ability through re-education and technical training;Second,to optimize the external environment,the government to provide policy support,improve infrastructure construction;Third,extensive use of online platforms to promote farmers’ income.