社会网络对农户电商创业绩效的影响研究  

Research on the Influence of Social Network on the Entrepreneurial Performance of Farmers'E-Commerce

作　　者：左珊湘 罗薇 唐果 ZUO Shanxiang;LUO Wei;TANG Guo(Business School of Guilin University of Technology,Guilin 541004,China)

机构地区：[1]桂林理工大学商学院,广西桂林541004

出　　处：《商业观察》2025年第2期30-37,共8页BUSINESS OBSERVATION

基　　金：国家自科地区基金项目(72064008);广西科技计划项目(2020GXNSFAA159166)。

摘　　要：基于社会网络理论视角,文章探究了创业学习和创业机会识别的中介效应机制和链式中介效应,实证分析社会网络、创业学习、创业机会识别和农户电商创业绩效四者之间的关系。研究表明:社会网络正向影响农户电商创业绩效;创业学习在社会网络影响农户电商创业绩效过程中发挥中介作用;创业机会识别在网络中心性影响农户电商创业绩效过程中发挥中介作用;创业学习与创业机会识别在社会网络影响农户电商创业绩效过程中发挥链式中介作用。据此,建议农户强化自身社会网络的中心地位,积极加强与其他农户之间的联系;加强信息储备、搜索能力及机会识别能力,实现高质量电商创业。Based on the perspective of social network theory,this paper explores the intermediary effect mechanism and chain intermediary effect of entrepreneurial learning and entrepreneurial opportunity identification,and empirically analyzes the relationship among social network,entrepreneurial learning,entrepreneurial opportunity identification and farmers'e-commerce entrepreneurial performance.The results show that social network positively affects the entrepreneurial performance of farmers'e-commerce.Then entrepreneurial learning plays an intermediary role in the process of social network affecting the entrepreneurial performance of farmers'e-commerce.Thirdly,entrepreneurial opportunity identification plays an intermediary role in the process of network centrality affecting the entrepreneurial performance of farmers'e-commerce.Finally,entrepreneurial learning and entrepreneurial opportunity identification play a chain intermediary role in the process of social network affecting the entrepreneurial performance of farmers'e-commerce.Therefore,it is suggested that farmers should strengthen the central position of their own social network and actively strengthen the connection with other farmers.They should strengthen information reserves,search and opportunity identification capabilities to achieve high-quality e-commerce entrepreneurship.

关 键 词：社会网络 农户电商创业绩效 链式中介 创业学习 创业机会识别 

分 类 号：F724.6[经济管理—产业经济]