创业失败何以东山再起？——观察学习视角的农业创业多案例研究

摘要/Abstract

摘要：

农业创业是我国农村助力脱贫攻坚与乡村振兴的新动力，然而农业创业失败率较高，那么农业创业失败者如何东山再起？本研究以央视《致富经》栏目中的12个农业创业案例为样本，基于观察学习视角，运用扎根理论研究方法，探讨农业创业者从失败到东山再起的内在机制。研究发现：（1）观察学习主要通过唤醒、示范、反应促进效应，作用于初始商业模式设计。（2）创业者失败后再创业，通过观察学习和亲历学习的有机结合，识别创业机会并形成更加完善的商业模式，实现东山复起。其中，观察学习发挥去抑制效应、反应促进效应、环境加强效应以及示范效应四种效应，亲历学习起到信息传递、激励和加强反应三种作用。（3）提炼出创业失败的内部归因和外部归因，其中自然环境变化是导致农业创业失败的重要因素之一。

关键词: 农业创业, 创业失败, 观察学习, 致富经

Abstract:

Agricultural entrepreneurship is a new driving force for rural poverty alleviation and rural revitalization in China. However, agricultural entrepreneurs are faced with high failure rate. How can they rise from the ashes? In this study, 12 cases of agricultural entrepreneurship in the column “Zhi Fu Jing” of CCTV are selected as samples. Based on observation learning theory, the study discusses the internal mechanism of agricultural entrepreneurs from failure to recovery by the grounded theory research method. The research finds that: (1) Observation learning mainly acts on the initial business model design through observational learning, response facilitation and arousal effect; (2) Agricultural entrepreneurs identify entrepreneurial opportunities through the organic combination of observation learning which plays four roles, disinhibition, observational learning, environmental enhancement and response facilitation, and enactive learning which plays three roles, information transmission, reaction and motivation, in failure, forms a more sophisticated business model and achieves a comeback; (3) Internal attributions and external attributions of entrepreneurial failure are extracted through grounded theory. Different from general entrepreneurship, natural environment change is one of the important factors that lead to the failure of agricultural entrepreneurship.

Key words: agricultural entrepreneurship, entrepreneurial failures, observation learning, Zhi Fu Jing

陈寒松, 贾竣云, 王成铖, 朱晓红. 创业失败何以东山再起？——观察学习视角的农业创业多案例研究[J]. , 2020, 32(5): 305-320.

Chen Hansong, Jia Junyun, Wang Chengcheng, Zhu Xiaohong. How can a Start-up Revive from Its Failures?——A Multi-case Study of Agricultural Entrepreneurship from the Perspective of Observation Learning[J]. , 2020, 32(5): 305-320.

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