从禾苗初生到丰收在望：多层次创业导向如何提升农业创业绩效

摘要/Abstract

摘要： 农业创业是建设中国特色农业强国的基础和动力源泉。本文以中国中央电视台《致富经》栏目中受访的621个农业创业案例为样本,通过文本分析和结构化数据处理,以"态度-行为-环境交互⇒绩效"为框架,分析并检验了多层次创业导向对农业创业绩效的影响。研究发现,态度层面的风险导向、行为层面的创新导向、与社会环境交互的社会导向对农业创业绩效均具有正向影响。其中,社会导向的影响最为显著和稳健,风险导向和创新导向的影响对幸存者偏误敏感。然而,与自然环境交互的绿色创业导向会对农业创业绩效产生不利影响。本文认为,这是信息不对称较高的绿色农业市场中"劣币驱逐良币"的结果。进一步检验发现,乡镇政府的一对一支持能够强化创业导向提升创业绩效的作用,特别是能够将绿色导向的影响由负转正;地方农业龙头企业的辐射效应则以"无形的手"发挥着引导创业导向的作用。本研究能够以科学的经验证据为新农人在设计创业导向、认识自身短板、寻求外部支持的实践中提供参考。

关键词: 农业创业, 多层次创业导向, 创业绩效, 经验证据

Abstract: Agricultural entrepreneurship serves as a significant driving force in building China into an agriculturally powerful country of its own characteristics. Drawing upon 621 agri-entrepreneurship cases broadcast in the "Wealth Creation" programme of CCTV's Agricultural and Rural Channel, through text analysis and structured data processing, and based on the framework of "attitude-behavior-environment interaction⇒performance", this paper analyzes and examines the effects of multi-level entrepreneurial orientations on agri-entrepreneurship performance. The empirical evidence shows that attitude-level risk orientation, behavior-level innovation orientation, and social-environment-interaction-level social orientation all have positive value contributions to agri-entrepreneurship performance. Among them, the contribution of social orientation is the most significant and robust, while the contributions of risk orientation and innovation orientation are sensitive to survivorship bias. However, nature-environment-interaction-level green entrepreneurial orientation adversely affects agricultural entrepreneurial performance. This paper believes that this is the result of "bad money drives out good" in the green agricultural market with high information asymmetry. Further tests reveal that the rural government provides one-on-one support effects that not only strengthen the performance contributions of various entrepreneurial orientations, but also turn the negative influence of green orientation into a positive one. Meanwhile, local leading enterprises, functioning as an "invisible hand", improve entrepreneurial performance by guiding agricultural entrepreneurs to strengthen their entrepreneurial orientations. This study provides insights for "new generation farmers" in designing entrepreneurial orientations, recognizing their own shortcomings, and seeking external support.

Key words: agri-entrepreneurship, entrepreneurial orientation, entrepreneurial performance, empirical evidence

王诗雨, 张岩, 袁陈晨. 从禾苗初生到丰收在望：多层次创业导向如何提升农业创业绩效[J]. 管理评论, 2026, 38(5): 67-79.

Wang Shiyu, Zhang Yan, Yuan Chenchen. From Sowing to Harvesting: How do Multi-level Entrepreneurship Orientations Improve Agri-entrepreneurship Performance?[J]. Management Review, 2026, 38(5): 67-79.

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