身份认同视角下大学生乡村创业意愿实证研究——以杭州下沙7所高校为例
Research on College Students’ Willingness to Start a Business in Rural Areas from the Perspective of Identity—A Case Study of 7 Universities in Xiasha, Hangzhou

党的十九大报告提出“乡村振兴”战略，通过全面振兴，乡村在原有农业生产之外找到新的发展空间，从而催生了大量的创业、就业机会。其中，大学生回乡创业是促进乡村振兴战略实施的重要行为。对于自我认同尚在发展阶段的大学生创业者来说，创业者的身份认同显得尤为敏感而重要。本文基于身份认同理论解释大学生乡村创业意愿的形成逻辑，构建了“身份认同–乡村创业态度–乡村创业意愿”之间的理论联系，构建大学生乡村创业意愿的整合模型。针对杭州下沙7所高校在校本科生352人进行问卷调查，并利用AMOS分析收集数据，结果显示：乡村创业情感和乡村创业评价对大学生开展乡村创业的行为态度具有的正向影响；乡村创业情感和行为态度对行为意向的影响呈现出正向的影响。基于上述结论，我国推动大学生乡村创业意愿的产生和稳定应突破“至上而下”的模式，从观念上改变大学生对于“在农村工作”的固化偏见，通过情感支持、制度鼓励、身份联系等渠道，激发大学生乡村创业的意愿，促进乡村创业行为的发生。
The report of the 19th national congress of the communist party of China put forward the strategy of rural revitalization. Through the overall revitalization of the rural areas, the rural areas can find new development space beyond the original agricultural production, thus generating a large number of entrepreneurship and employment opportunities for the rural areas. Among these, college students returning to their hometowns to start their own businesses are an important force to promote the implementation of the rural revitalization strategy. Identity is not only the structural condition but also the important mobilization factor for the rural entrepreneurship of college students. Based on the identity theory, this paper explains the formation logic of rural en-trepreneurship willingness, constructs the theoretical relationship among “identity-attitude and willingness of rural entrepreneurship” and constructs a rural entrepreneurship willingness inte-grated model of college student. A questionnaire survey was conducted among 352 undergraduates from 7 colleges and universities in Xiasha, Hangzhou. Amos was used to collect and analyze data. The influence of occupational evaluation on the “attitude towards the behavior” shows a positive correlation. Based on those conclusions, China should break through the “top-down” mode to promote the creation and stability of college students’ willingness to start a business in rural areas, change their stereotypes against “working in rural areas”, stimulate and cultivate their willingness to start a business in rural areas through emotional support, institutional encouragement, identity connection and so on, to promote the occurrence of rural entrepreneurship.