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林业科学 ›› 2017, Vol. 53 ›› Issue (5): 134-145.doi: 10.11707/j.1001-7488.20170516

• 论文与研究报告 • 上一篇    下一篇

基于前景理论的林农创业行为实证研究

吕卫林, 温作民   

  1. 南京林业大学经济管理学院 南京 210037
  • 收稿日期:2016-05-31 修回日期:2017-03-11 出版日期:2017-05-25 发布日期:2017-06-22
  • 通讯作者: 温作民
  • 基金资助:
    国家自然科学基金国际合作项目(312111203);教育部博士点基金(20123204110015)。

Study on the Entrepreneurial Psychology and Behaviors of Forest Farmers Based on Prospect Theory

Lü Weilin, Wen Zuomin   

  1. College of Economy and Management, Nanjing Forestry University Nanjing 210037
  • Received:2016-05-31 Revised:2017-03-11 Online:2017-05-25 Published:2017-06-22

摘要: [目的] 量化创业各心理因素对林农创业行为的影响,找出其中关键心理因素,为建立林农创业激励模型提供数据和理论基础。[方法] 基于前景理论视角将心理学融入经济学研究中,并且将前景理论研究拓展到生产领域,特别是农业生产领域以家庭为单位的个体决策中,以确定影响林农创业的心理因素及因此而影响创业的行为因素。设计使用问卷调查,收集江苏南、中、北部三地林农创业的相关数据,建立基于心理与行为因素的林农创业结构方程假设模型。运用AMOS进行结构方程的数据拟合,同时运用SPSS检验调查问卷数据的信度和效度。[结果] 统计检验发现:参照依赖对创业态度有显著正向影响,创业态度对创业意向有显著正向影响,即敏感性递减对创业意向有显著正向影响,厌恶损失对创业意向有显著正向影响,创业意向对创业行为有显著正向影响,创业态度对创业行为有显著正向影响。模型的关键路径为参照依赖→创业态度→创业意向→创业行为。[结论] 参照依赖同时影响创业态度、创业意向和创业行为,抓住关键心理因素不仅要注意创业态度、创业意向,更要注重参照依赖。参照依赖表明多数人对得失的判断根据参照点来决定,林农对于是否创业的判断基于他人获利和自己获利的比较,即作为参照的决策、情境会影响林农对于创业的喜欢和认可。林农越认可创业,强烈觉得创业能够成功,非常期待能通过创业来检测自己的创意和想法,提升地位和威望,则越有可能做好充分的创业准备,包括思想准备、参加创业培训、积累创业经验,甚至做好多次创业的打算,进而越有可能关注、实践创业甚至影响他人创业。

关键词: 前景理论, 林农, 创业心理, 创业行为, 结构方程

Abstract: [Objective] Currently many researches focus on the influence factors of culture, economy and policy on the famer entrepreneurship. This study investigated the influence of psychological factors on the famer entrepreneurship, in order to find the most important factor and to provide the key data for the further research on this topic. [Method] This paper used prospect theory as a descriptive model of decision-making. The current majority of prospect theory study was conducted on consumer groups and investment decision-making, such as investment management, national policy development, however, less attention was paid on individuals. From the perspective of prospect theory as the start point of view, this study combined psychology with economy. The prospect theory was extended to the areas of production, especially agricultural production based on family units as individual decision, to determine the effects of psychological entrepreneurial farmers and thus the influence on behaviors of entrepreneurship. In this paper, the questionnaires are designed to collect relevant data in the southern middle and northern Jiangsu Province, to establish hypothetical model based on psychological and behavioral factors of foresters entrepreneurial structural equation. AMOS structural equation was used for data fitting, and SPSS was applied to check the reliability and validity of questionnaire data. [Result] Based on statistical tests, we may find out the results as: reference dependence shows a significant positive effect on entrepreneurial attitude; entrepreneurial attitude has a significant positive impact on entrepreneurial intention; the diminishing sensitivity has a significant positive impact on entrepreneurial intention; loss aversion has a significant positive impact on entrepreneurial intention; entrepreneurial intention has a significant positive effect on entrepreneurial behavior; entrepreneurial attitude has a significant positive effect on entrepreneurial behavior; critical path of the model: reference depend → entrepreneurial attitude → entrepreneurial intention → entrepreneurial behavior.[Conclusion] Reference dependence affects the entrepreneurial attitude, entrepreneurial intention and entrepreneurial behavior. In order to obtain the key psychological factors, it is important not only to pay attention to entrepreneurial attitudes and entrepreneurial intention, but also to pay attention to reference dependencies. Reference dependence shows that the majority of judgment relies on the gains and losses from the reference point. To decide the farmers’ entrepreneurial success and failure, it depends on the comparison of profit of others and their own, which is used as reference decisions affecting the farmers favor of their entrepreneurship. The more entrepreneurial farmers are recognized, the stronger that farmers feel to be as successful entrepreneurs. The entrepreneurs are looking forward to testing their creativity and ideas to enhance the status and prestige. The more likely it is prepared to venture, the more it is mentally prepared to participate in entrepreneurship training, with experience accumulation during entrepreneurship. The entrepreneurs may even plan to have many times of entrepreneurship, and thus focus on the practice and even have influence on others entrepreneurial venture.

Key words: prospect theory, forest farmers, entrepreneurial psychology, entrepreneurial behaviors, structural equation

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