THE INFLUENCE OF RURAL E-COMMERCE ENTREPRENEURS’ ENTREPRENEURIAL MOTIVATION ON ENTREPRENEURIAL PERFORMANCE: TAKING RURAL E-COMMERCE ENTREPRENEURSHIP IN W TOWN, GUANGXI AS AN EXAMPLE

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Published: Dec 22, 2024
Keywords:
Rural E-commerce Entrepreneurial Motivation Entrepreneurial Willingness Entrepreneurial Performance

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Lihua Quan
Chinese Graduate School, Panyapiwat Institute of Management, Thailand
Hongyan Shang
Chinese Graduate School, Panyapiwat Institute of Management, Thailand

Abstract

In order to deeply explore the impact of rural e-commerce entrepreneurs’ entrepreneurial motivation on entrepreneurial performance, the impact of entrepreneurial intention on entrepreneurial performance, and the mediating role of entrepreneurial willingness as an intermediary, entrepreneurial motivation as an independent variable, and entrepreneurial performance as a dependent variable, the literature review, case analysis, and questionnaire survey methods were used. In the early stage, a theoretical model was established based on the review of the literature, and the research assumptions and questionnaires were designed. Following this, a comprehensive and scientific questionnaire survey was conducted on rural e-commerce entrepreneurship in W Town, Guangxi Province as an example. The results show that rural e-commerce entrepreneurs’ life motivation, resource advantage motivation, and self-realization motivation have a positive effect on entrepreneurial performance, and rural e-commerce entrepreneurs’ life motivation, resource advantage motivation, and self-realization motivation have a positive effect  on entrepreneurial intention. Moreover, entrepreneurial intention has a significant positive relationship with entrepreneurial performance, and entrepreneurial intention has a partial mediating effect between entrepreneurial motivation and entrepreneurial performance. It was also found that the research results of this paper, on the one hand, explore the relationship among the entrepreneurial motivation, entrepreneurial willingness and entrepreneurial performance of rural online platforms to a certain extent, and deeply explore the mechanism of the two under the role of rural e-commerce entrepreneurial platforms, while on the other hand, it can also provide a certain degree of guiding significance for rural e-commerce entrepreneurship in reality, which will help rural e-commerce entrepreneurship to be more scientific and reasonable.

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How to Cite
Quan, L., & Shang, H. (2024). THE INFLUENCE OF RURAL E-COMMERCE ENTREPRENEURS’ ENTREPRENEURIAL MOTIVATION ON ENTREPRENEURIAL PERFORMANCE: TAKING RURAL E-COMMERCE ENTREPRENEURSHIP IN W TOWN, GUANGXI AS AN EXAMPLE. Chinese Journal of Social Science and Management, 8(2), 173–190. Retrieved from https://so01.tci-thaijo.org/index.php/CJSSM/article/view/260533
Issue
Vol. 8 No. 2 (2024): July-December 2024
Section
Research Articles
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