A Study of the Influence of Entrepreneurial Role Models on Farmers'Entrepreneurial Intention of Rural Homestays
Rural homestays,an important business model in rural tourism,serve as a vital avenue for boosting farmers'income and wealth.The influencing factors of farmers'rural homestay entrepreneurial intentions must be identified initially and optimisation policies of the entrepreneurial environment must be proposed to stimulate farmers to operate rural homestays.In the entrepreneurial practical scenario of rural homestays,farmers'entrepreneurial activities often exhibit a clustering phenomenon.However,whether farmers respond to entrepreneurial role models in the same approach as in other scenarios has not been thoroughly verified.Based on social cognitive theory and social comparison theory,this research focuses on farmers as the research subjects.It aims to explore the influence of entrepreneurial role models on farmers'intention to start rural homestays,as well as examining the chain mediation roles of social comparison and entrepreneurial self-efficacy.This study uses a sample of 972 farmers from the suburbs of Beijing and employs a structural equation model for empirical testing.Results reveal that:ⅰ)entrepreneurial role models have a significant positive impact on farmers'rural homestay intentions;ⅱ)entrepreneurial self-efficacy mediates the influence relationship between entrepreneurial role models and rural homestay entrepreneurial intentions;ⅲ)social comparison and entrepreneurial self-efficacy serve as chain mediators in the influence of entrepreneurial role models on rural homestay entrepreneurial intentions.This research offers important theoretical contributions.Firstly,it not only validates social cognitive theory,but also expands it to an"environment-processing-individual-behaviour"framework.Moreover,it reveals the internal action mechanisms of the"black box"between entrepreneurial role models and farmers'rural homestay entrepreneurial intentions from a new perspective.Secondly,it addresses the phenomenon of social comparison within farmer groups and,for the first time,reveals the driving role of social comparison in farmers'entrepreneurial behaviour,thereby expanding the application of social comparison theory.Finally,considering the profound influence of blood and kinship relationships,as well as geographical proximity on Chinese farmers,this research highlights the impact of accessible entrepreneurial role models on their rural homestay entrepreneurial behaviour.It enriches and expands the research on farmers'entrepreneurial behaviour in the context of rural revitalisation.In summary,this study emphasises the driving role of social comparison amongst farmers shaping their entrepreneurial behaviour.It supplements and improves the structure of social cognition theory,offering a deeper understanding of the influence of entrepreneurial role models.These insights have important implications for promoting rural revitalisation and achieving common prosperity.
entrepreneurial role modelsentrepreneurial intentionrural homestayssocial comparisonentrepreneurial self-efficacy
万方数据
维普
