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近年来,在创业浪潮的引领下,农户创业也被越来越多的关注。本文运用归因理论和认知理论,分析了农户创业机会识别的影响因素和作用机理,认为个人特质、创业环境、感知价值、资源获取均对农户创业机会识别施以正向影响;且感知价值和资源获取分别在个人特质和创业机会识别之间、创业环境和创业机会识别之间起着调节作用。
In recent years, under the guidance of the tide of entrepreneurship, farmers’ businesses have also attracted more and more attention. In this paper, using the theory of attribution and cognitive theory, this paper analyzes the influencing factors and mechanism of peasant household’s entrepreneurial opportunity recognition, and considers that personal traits, entrepreneurial environment, perceived value and resource access have a positive impact on peasant household’s entrepreneurial opportunity identification; and perceived value And access to resources play a regulatory role between identifying individual traits and identifying opportunities for entrepreneurship, identifying the entrepreneurial environment and identifying business opportunities.