【摘要】：【目的】量化創(chuàng)業(yè)各心理因素對林農(nóng)創(chuàng)業(yè)行為的影響,找出其中關(guān)鍵心理因素,為建立林農(nóng)創(chuàng)業(yè)激勵(lì)模型提供數(shù)據(jù)和理論基礎(chǔ)。【方法】基于前景理論視角將心理學(xué)融入經(jīng)濟(jì)學(xué)研究中,并且將前景理論研究拓展到生產(chǎn)領(lǐng)域,特別是農(nóng)業(yè)生產(chǎn)領(lǐng)域以家庭為單位的個(gè)體決策中,以確定影響林農(nóng)創(chuàng)業(yè)的心理因素及因此而影響創(chuàng)業(yè)的行為因素。設(shè)計(jì)使用問卷調(diào)查,收集江蘇南、中、北部三地林農(nóng)創(chuàng)業(yè)的相關(guān)數(shù)據(jù),建立基于心理與行為因素的林農(nóng)創(chuàng)業(yè)結(jié)構(gòu)方程假設(shè)模型。運(yùn)用AMOS進(jìn)行結(jié)構(gòu)方程的數(shù)據(jù)擬合,同時(shí)運(yùn)用SPSS檢驗(yàn)調(diào)查問卷數(shù)據(jù)的信度和效度�！窘Y(jié)果】統(tǒng)計(jì)檢驗(yàn)發(fā)現(xiàn):參照依賴對創(chuàng)業(yè)態(tài)度有顯著正向影響,創(chuàng)業(yè)態(tài)度對創(chuàng)業(yè)意向有顯著正向影響,即敏感性遞減對創(chuàng)業(yè)意向有顯著正向影響,厭惡損失對創(chuàng)業(yè)意向有顯著正向影響,創(chuàng)業(yè)意向?qū)?chuàng)業(yè)行為有顯著正向影響,創(chuàng)業(yè)態(tài)度對創(chuàng)業(yè)行為有顯著正向影響。模型的關(guān)鍵路徑為參照依賴→創(chuàng)業(yè)態(tài)度→創(chuàng)業(yè)意向→創(chuàng)業(yè)行為�！窘Y(jié)論】參照依賴同時(shí)影響創(chuàng)業(yè)態(tài)度、創(chuàng)業(yè)意向和創(chuàng)業(yè)行為,抓住關(guān)鍵心理因素不僅要注意創(chuàng)業(yè)態(tài)度、創(chuàng)業(yè)意向,更要注重參照依賴。參照依賴表明多數(shù)人對得失的判斷根據(jù)參照點(diǎn)來決定,林農(nóng)對于是否創(chuàng)業(yè)的判斷基于他人獲利和自己獲利的比較,即作為參照的決策、情境會(huì)影響林農(nóng)對于創(chuàng)業(yè)的喜歡和認(rèn)可。林農(nóng)越認(rèn)可創(chuàng)業(yè),強(qiáng)烈覺得創(chuàng)業(yè)能夠成功,非常期待能通過創(chuàng)業(yè)來檢測自己的創(chuàng)意和想法,提升地位和威望,則越有可能做好充分的創(chuàng)業(yè)準(zhǔn)備,包括思想準(zhǔn)備、參加創(chuàng)業(yè)培訓(xùn)、積累創(chuàng)業(yè)經(jīng)驗(yàn),甚至做好多次創(chuàng)業(yè)的打算,進(jìn)而越有可能關(guān)注、實(shí)踐創(chuàng)業(yè)甚至影響他人創(chuàng)業(yè)。
[Abstract]:[objective] to quantify the influence of psychological factors on the entrepreneurial behavior of forest farmers, and find out the key psychological factors among them. [methods] based on the perspective of prospect theory, psychology is integrated into the economic research, and the prospect theory research is extended to the field of production. Especially in the field of agricultural production, the psychological factors and the behavioral factors that affect the entrepreneurship of forest farmers are determined in the field of individual decision-making with family as the unit. The questionnaire was used to collect the relevant data of forest farmers' entrepreneurship in the south, middle and north of Jiangsu province, and to establish a hypothesis model of the structure equation of forest farmers' entrepreneurship based on psychological and behavioral factors. AMOS was used to fit the data of structural equation, and the reliability and validity of SPSS questionnaire data were used. [results] the statistical test showed that reference dependence had a significant positive effect on entrepreneurial attitude. Entrepreneurial attitude has significant positive influence on entrepreneurial intention, that is, decreasing sensitivity has significant positive effect on entrepreneurial intention, loss aversion has significant positive effect on entrepreneurial intention, entrepreneurial intention has significant positive effect on entrepreneurial behavior. Entrepreneurial attitude has a significant positive impact on entrepreneurial behavior. The key path of the model is to depend on the entrepreneurial attitude and entrepreneurial intention. [conclusion] reference dependence simultaneously affects entrepreneurial attitude, entrepreneurial intention and entrepreneurial behavior, and attention should be paid not only to entrepreneurial attitude, but also to the key psychological factors. Entrepreneurial intention, should pay more attention to reference dependence. Referential dependence indicates that most people judge gains and losses according to reference points. Forest farmers' judgment on whether to start a business is based on the comparison between others' profits and their own profits, that is, as a reference decision, the situation will affect forest farmers' likes and recognition of entrepreneurship. The more Lin Nong recognizes entrepreneurship, feels strongly that it can succeed, and very much expects to be able to test his own ideas and ideas, raise his status and prestige through entrepreneurship, the more likely he is to be fully prepared for entrepreneurship, including mental preparation, and to participate in entrepreneurial training. Accumulation of entrepreneurial experience, or even a number of entrepreneurial plans, and then the more likely to pay attention to, practice entrepreneurship or even affect others to start a business.
【作者單位】： 南京林業(yè)大學(xué)經(jīng)濟(jì)管理學(xué)院;
【基金】：國家自然科學(xué)基金國際合作項(xiàng)目(312111203) 教育部博士點(diǎn)基金(20123204110015)
【分類號(hào)】：F279.2;F326.2
，

本文編號(hào)：2214638