基于前景理论的林农创业行为实证研究
发布时间：2018-08-31 09:55
【摘要】：【目的】量化创业各心理因素对林农创业行为的影响,找出其中关键心理因素,为建立林农创业激励模型提供数据和理论基础。【方法】基于前景理论视角将心理学融入经济学研究中,并且将前景理论研究拓展到生产领域,特别是农业生产领域以家庭为单位的个体决策中,以确定影响林农创业的心理因素及因此而影响创业的行为因素。设计使用问卷调查,收集江苏南、中、北部三地林农创业的相关数据,建立基于心理与行为因素的林农创业结构方程假设模型。运用AMOS进行结构方程的数据拟合,同时运用SPSS检验调查问卷数据的信度和效度。【结果】统计检验发现:参照依赖对创业态度有显著正向影响,创业态度对创业意向有显著正向影响,即敏感性递减对创业意向有显著正向影响,厌恶损失对创业意向有显著正向影响,创业意向对创业行为有显著正向影响,创业态度对创业行为有显著正向影响。模型的关键路径为参照依赖→创业态度→创业意向→创业行为。【结论】参照依赖同时影响创业态度、创业意向和创业行为,抓住关键心理因素不仅要注意创业态度、创业意向,更要注重参照依赖。参照依赖表明多数人对得失的判断根据参照点来决定,林农对于是否创业的判断基于他人获利和自己获利的比较,即作为参照的决策、情境会影响林农对于创业的喜欢和认可。林农越认可创业,强烈觉得创业能够成功,非常期待能通过创业来检测自己的创意和想法,提升地位和威望,则越有可能做好充分的创业准备,包括思想准备、参加创业培训、积累创业经验,甚至做好多次创业的打算,进而越有可能关注、实践创业甚至影响他人创业。
[Abstract]:[objective] to quantify the influence of psychological factors on the entrepreneurial behavior of forest farmers, and find out the key psychological factors among them. [methods] based on the perspective of prospect theory, psychology is integrated into the economic research, and the prospect theory research is extended to the field of production. Especially in the field of agricultural production, the psychological factors and the behavioral factors that affect the entrepreneurship of forest farmers are determined in the field of individual decision-making with family as the unit. The questionnaire was used to collect the relevant data of forest farmers' entrepreneurship in the south, middle and north of Jiangsu province, and to establish a hypothesis model of the structure equation of forest farmers' entrepreneurship based on psychological and behavioral factors. AMOS was used to fit the data of structural equation, and the reliability and validity of SPSS questionnaire data were used. [results] the statistical test showed that reference dependence had a significant positive effect on entrepreneurial attitude. Entrepreneurial attitude has significant positive influence on entrepreneurial intention, that is, decreasing sensitivity has significant positive effect on entrepreneurial intention, loss aversion has significant positive effect on entrepreneurial intention, entrepreneurial intention has significant positive effect on entrepreneurial behavior. Entrepreneurial attitude has a significant positive impact on entrepreneurial behavior. The key path of the model is to depend on the entrepreneurial attitude and entrepreneurial intention. [conclusion] reference dependence simultaneously affects entrepreneurial attitude, entrepreneurial intention and entrepreneurial behavior, and attention should be paid not only to entrepreneurial attitude, but also to the key psychological factors. Entrepreneurial intention, should pay more attention to reference dependence. Referential dependence indicates that most people judge gains and losses according to reference points. Forest farmers' judgment on whether to start a business is based on the comparison between others' profits and their own profits, that is, as a reference decision, the situation will affect forest farmers' likes and recognition of entrepreneurship. The more Lin Nong recognizes entrepreneurship, feels strongly that it can succeed, and very much expects to be able to test his own ideas and ideas, raise his status and prestige through entrepreneurship, the more likely he is to be fully prepared for entrepreneurship, including mental preparation, and to participate in entrepreneurial training. Accumulation of entrepreneurial experience, or even a number of entrepreneurial plans, and then the more likely to pay attention to, practice entrepreneurship or even affect others to start a business.
【作者单位】： 南京林业大学经济管理学院;
【基金】：国家自然科学基金国际合作项目(312111203) 教育部博士点基金(20123204110015)
【分类号】：F279.2;F326.2
，
本文编号：2214638
[Abstract]:[objective] to quantify the influence of psychological factors on the entrepreneurial behavior of forest farmers, and find out the key psychological factors among them. [methods] based on the perspective of prospect theory, psychology is integrated into the economic research, and the prospect theory research is extended to the field of production. Especially in the field of agricultural production, the psychological factors and the behavioral factors that affect the entrepreneurship of forest farmers are determined in the field of individual decision-making with family as the unit. The questionnaire was used to collect the relevant data of forest farmers' entrepreneurship in the south, middle and north of Jiangsu province, and to establish a hypothesis model of the structure equation of forest farmers' entrepreneurship based on psychological and behavioral factors. AMOS was used to fit the data of structural equation, and the reliability and validity of SPSS questionnaire data were used. [results] the statistical test showed that reference dependence had a significant positive effect on entrepreneurial attitude. Entrepreneurial attitude has significant positive influence on entrepreneurial intention, that is, decreasing sensitivity has significant positive effect on entrepreneurial intention, loss aversion has significant positive effect on entrepreneurial intention, entrepreneurial intention has significant positive effect on entrepreneurial behavior. Entrepreneurial attitude has a significant positive impact on entrepreneurial behavior. The key path of the model is to depend on the entrepreneurial attitude and entrepreneurial intention. [conclusion] reference dependence simultaneously affects entrepreneurial attitude, entrepreneurial intention and entrepreneurial behavior, and attention should be paid not only to entrepreneurial attitude, but also to the key psychological factors. Entrepreneurial intention, should pay more attention to reference dependence. Referential dependence indicates that most people judge gains and losses according to reference points. Forest farmers' judgment on whether to start a business is based on the comparison between others' profits and their own profits, that is, as a reference decision, the situation will affect forest farmers' likes and recognition of entrepreneurship. The more Lin Nong recognizes entrepreneurship, feels strongly that it can succeed, and very much expects to be able to test his own ideas and ideas, raise his status and prestige through entrepreneurship, the more likely he is to be fully prepared for entrepreneurship, including mental preparation, and to participate in entrepreneurial training. Accumulation of entrepreneurial experience, or even a number of entrepreneurial plans, and then the more likely to pay attention to, practice entrepreneurship or even affect others to start a business.
【作者单位】： 南京林业大学经济管理学院;
【基金】：国家自然科学基金国际合作项目(312111203) 教育部博士点基金(20123204110015)
【分类号】：F279.2;F326.2
，
本文编号：2214638
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