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Factors Influencing Returning Migrants’ Entrepreneurship Intentions for Rural E-Commerce: An Empirical Investigation in China

Author

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  • Lijuan Huang

    (School of Management, Guangzhou University, Guangzhou 510006, China)

  • Yi Huang

    (School of Management, Guangzhou University, Guangzhou 510006, China)

  • Raoyi Huang

    (Faculty of Engineering, The Hong Kong Polytechnic University, Hong Kong, China)

  • Guojie Xie

    (School of Management, Guangzhou University, Guangzhou 510006, China)

  • Weiwei Cai

    (Graduate School, Northern Arizona University, Flagstaff, AZ 86011, USA)

Abstract

Many Internet users have provided a favorable atmosphere for rural e-commerce to thrive, and the return of rural inhabitants starting their own companies has had a significant impact on rural economic development. Understanding the influencing elements for returning residents to carry out rural e-commerce operations can provide suggestions for the ongoing development of the economy in rural regions and the lack of talent faced in rural areas, especially in light of the trend of people returning to their hometowns. This work offers a research model based on the push–pull–mooring (PPM) theory to explain the factors that drive returning residents to engage in rural e-commerce entrepreneurship. The empirical results determined using the PLS-SEM method and SmartPLS 3.0 software to analyze the survey data of 151 returning residents revealed that urban employment obstacles, policy support, and infrastructure are positively connected with returning residents carrying out rural e-commerce entrepreneurship. Start-up costs are negatively correlated with rural e-commerce entrepreneurship by returning residents. Policy support plays an intermediary role in the price of starting a business and in the return of rural residents starting a rural e-commerce business. We recommend that the government strengthens policy support for returning entrepreneurs, improves rural e-commerce infrastructure, assists entrepreneurs in lowering their start-up costs, and initiates activities aimed at enhancing entrepreneurial intentions and sustaining entrepreneurial activities, based on the findings of this study.

Suggested Citation

  • Lijuan Huang & Yi Huang & Raoyi Huang & Guojie Xie & Weiwei Cai, 2022. "Factors Influencing Returning Migrants’ Entrepreneurship Intentions for Rural E-Commerce: An Empirical Investigation in China," Sustainability, MDPI, vol. 14(6), pages 1-23, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:6:p:3682-:d:776114
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    References listed on IDEAS

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    Cited by:

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    2. Guoyin Xu & Tong Zhao & Rong Wang, 2022. "Research on the Efficiency Measurement and Spatial Spillover Effect of China’s Regional E-Commerce Poverty Alleviation from the Perspective of Sustainable Development," Sustainability, MDPI, vol. 14(14), pages 1-18, July.
    3. Xiaoxia Li, 2022. "Research on the Development Level of Rural E-Commerce in China Based on Analytic Hierarchy and Systematic Clustering Method," Sustainability, MDPI, vol. 14(14), pages 1-18, July.
    4. Shaochen Xu & Xiaofei Zhou & Zeeshan Ahmad, 2022. "Measuring the Psychological Behavior of Tourism Service Providers in Low-Income Regions: Implementing Effective Service Marketing and Performances Strategies," Sustainability, MDPI, vol. 14(18), pages 1-18, September.
    5. Yashuo Xue & Mei Kong & Ruiying Chen & Qingmin Wang & Yangyang Shen & Jiakun Zhuang, 2023. "How Does Internet Use Promote Returned Migrant Workers’ Entrepreneurship: Evidence from Rural China," Sustainability, MDPI, vol. 15(13), pages 1-22, June.
    6. Skare, Marinko & Gavurova, Beata & Rigelsky, Martin, 2023. "Innovation activity and the outcomes of B2C, B2B, and B2G E-Commerce in EU countries," Journal of Business Research, Elsevier, vol. 163(C).
    7. Ana Maria Mihaela Iordache & Alexandru Ionescu & Vlad Gabriel Cârstea & Hanna Chung & Nicoleta Rossela Dumitru & Bogdan Glăvan, 2023. "Scenarios to Improve E-Commerce SMEs Activity Based on Their Classification: A Case Study on Romania," Sustainability, MDPI, vol. 15(15), pages 1-19, August.

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