地方應用型高校大學生返鄉創新創業意愿影響因素研究

摘要""大學生返鄉創新創業是優化鄉村人力資本結構、推動鄉村振興的重要途徑之一。本文基于計劃行為理論，利用W高校523名農村籍大學生的調查數據，使用Logit模型和Shapley值分解等方法，實證檢驗了影響大學生返鄉創新創業的因素。結果表明，行為態度對大學生返鄉創新創業意愿的影響不顯著，而主觀規范和知覺行為控制顯著提高了大學生返鄉創新創業的行為意愿，二者對大學生返鄉創新創業意愿變動的總貢獻率達56.96%。異質性分析發現，行為態度、主觀規范和知覺行為控制對不同大學生群體存在差異化影響，其中行為態度顯著提高了非理工類專業大學生的返鄉創新創業意愿，主觀規范顯著提高了女性大學生、獨生子女大學生、父母在城鎮工作的大學生的返鄉創新創業意愿，而知覺行為控制顯著提高了男性大學生、非獨生子女大學生、非理工類專業大學生的返鄉創新創業意愿。本文為完善地方應用型高校大學生返鄉創新創業引導政策，加快鄉村人才振興提供依據與參考。

關鍵詞""大學生；返鄉創新創業意愿；影響因素；計劃行為理論

中圖分類號""F323.6 """"""文獻標識碼""A """"""文章編號""1007-7731（2025）04-0138-07

DOI號""10.16377/j.cnki.issn1007-7731.2025.04.028

Research on the influencing factors of innovation and entrepreneurship willingness among local applied university students to return hometown

HAN Xiangjun SONG Haonan CAO Chong XIE Wenbao YUAN Guojun

（¹Jin’an District Human Resources and Social Security Bureau， Lu’an 237005， China;

²College of Economics and Management， Western Anhui University， Lu’an 237012， China）

Abstract "College students returning to the countryside for innovation and entrepreneurship is one of an important ways to optimize the structure of rural human capital and promote rural revitalization. Based on the theory of planned behavior， the influencing factors of innovation and entrepreneurship willingness among college students who return to their hometowns were examined by using survey data of 523 rural college students at W college. The results show that the influence of behavioral attitudes on college students’ willingness to return to their hometowns for innovation and entrepreneurship is not significant， but the subjective norms and the control of perceptual behaviors significantly increase college students’ return to their hometowns for innovation， and the total contribution rate of the two to the change of college students’ willingness to return to their hometowns for innovation and entrepreneurship reaches 56.96%. Analysis of heterogeneity reveals that behavioral attitudes， subjective norms， and perceived behavioral control have a differentiated impact on different groups of college students. Among them， behavioral attitudes significantly increase the willingness to return to their hometowns for innovation and entrepreneurship of college students who are not in science and technology majors， and subjective norms significantly increase the willingness to return to their hometowns for innovation and entrepreneurship of female college students， only child subjective norms significantly increase the willingness of female college students， college students with only child， and college students whose parents work in cities and towns to return to their hometowns for innovation and entrepreneurship， while perceived behavioral control significantly increases the willingness of male college students， college students without only child， and college students majoring in non-science and engineering to return to their hometowns for innovation and entrepreneurship. This paper provides the basis and references for improving the policy of local application-oriented and efficient college students returning to their hometown for innovation and entrepreneurship， and speeding up the revitalization of rural talents.

Keywords "college students; willingness to return to the countryside for innovation and entrepreneurship; influencing factors; theory of planned behavior

實施鄉村振興戰略，是全面建設社會主義現代化國家的重大歷史任務，是新時代“三農”工作的總抓手。從系統論的理論邏輯看，鄉村振興戰略的宏觀制度框架強調全方位振興，要求扎實推進鄉村產業振興、人才振興、文化振興、生態振興和組織振興，政……