中国农村创业者如何构建人际信任?--基于CCTV《致富经》创业故事的扎根理论研究  

How Rural Entrepreneurs Build Interpersonal Trust?--Grounded Theory Study of Rural Entrepreneurship Stories Reported by CCTV

作　　者：张敬伟[1,2] 王静怡 靳秀娟 李志刚[3] ZHANG Jing-wei;WANG Jing-yi;JIN Xiu-juan;LI Zhi-gang(School of Economics and Management,Yanshan University,Qinhuangdao 066004,China;Research Center for Innovation and Entrepreneurship,Yanshan University,Qinhuangdao 066004,China;School of Management,Ocean University Of China,Qingdao 266000,China)

机构地区：[1]燕山大学经济管理学院,秦皇岛066004 [2]燕山大学创新与创业研究中心,秦皇岛066004 [3]中国海洋大学管理学院,青岛266000

出　　处：《研究与发展管理》2022年第5期72-84,共13页R&D Management

基　　金：国家自然科学基金面上项目“‘连续变革’视域下的新企业适应:创业者认知视角的理论与实证研究”(71672167);河北省高校百名优秀创新人才支持计划(SLRC2017017)。

摘　　要：信任作为一种社会资本,具有降低创业风险、提高创业者心理安全感、促进信息传递以及激励创业合作等作用,是影响创业结果的重要因素。在“差序格局”较为突出的农村地区,创业者在与利益相关者互动时往往面临着棘手的人际信任问题,但现有文献对于农村创业者如何构建人际信任缺乏探究。鉴于此,本文运用扎根理论的编码程序对CCTV《致富经》栏目有关创业者遭遇和解决人际信任问题的52个创业故事进行编码分析和理论提炼。研究发现,农村创业者在创业过程中往往面临源自社会制度、个体特征和互动经历的信任问题;获取认同意愿、利用第三方媒介、采取可信赖行为以及进行情感沟通等行动机制及其组合有助于创业者解决不同来源的信任问题;采取上述行动机制及其组合亦有助于获得利益相关者的认知信任和/或情感信任。本文构建的“信任问题情境—信任构建行为—信任结果”理论框架丰富了农村创业情境下的信任问题研究,并为农村创业者提供借鉴和启发。As a kind of social capital,trust is an important factor affecting entrepreneurial outcomes by reducing entrepreneurial risk,increasing entrepreneurs’psychological security,facilitating information transfer,and stimulating entrepreneurial cooperation.In Chinese rural areas where the“differential social circles(chaxugeju)”is prominent,entrepreneurs often face difficult interpersonal trust problems when interacting with stakeholders,but existing literature is lack of discussion on how rural entrepreneurs build interpersonal trust.In view of this,it used grounded theory approach to code and analysed 52 stories about rural entrepreneurs encountering and solving interpersonal trust problems in CCTV’s“Zhi Fu Jing”program.The results are as following.Firstly,rural entrepreneurs often face trust issues arising from social institutions,individual characteristics and interaction experiences in the process of rural entrepreneurship.Secondly,specific actions and their combinations,such as obtaining willingness of identification,using third-party media,adopting trustworthy behaviors and communicating emotionally,help rural entrepreneurs to solve trust issues from different sources.Finally,adopting the above actions and their combinations also help to gain the cognitive and/or emotional trust of stakeholders.The theoretical framework of“trust problem context-trust building behavior-trust outcome”grounded in the data enriches the study of trust problem in rural entrepreneurship context and provides inspiration for rural entrepreneurs.

关 键 词：农村创业 人际信任 信任构建行为 创业者 扎根理论 

分 类 号：F324.9[经济管理—产业经济]