Search

This paper focuses on the entrepreneurial intention for “people returning from urban to rural areas “, the research selects three towns with different economic levels in Liancheng County of Fujian Province of China. Through field visits, in-depth interviews and questionnaires, it deeply explores the reasons, experiences, difficulties and contributions to rural construction of “ people returning from urban to rural areas “, and systematically understands the new demographic dividend caused by “ people returning from urban to rural areas “ in combination with the local policy environment and the present situation of entrepreneurship. Using simple random sampling and scientific econometric methods, this paper makes an empirical analysis of 532 samples of “ people returning from urban to rural areas “, and finally concludes that “ people returning from urban to rural areas “ to start a business can give birth to five new demographic dividends, such as demographic labor dividend, demographic quality dividend, demographic consumption dividend, policy dividend and social harmony dividend. In addition, this study constructs a theoretical model of “returning to the city” and finds that the policy environment, individual capital and personal motivation of people returning from urban to rural areas have significant influences on the entrepreneurial intention.

In recent years, impulse buying is increasingly common in China. Online impulse buying (OIB) has drawn increasing scholarly attention across disciplines. This study focuses on the impulse buying of “Double 11” Shopping Carnival, taking “Double 11” Shopping Carnival consumers as research object, through related theory, secondary data analysis and social network analysis, exploring the relationship between marketing stimulation, impulse buying and emotional response, and establish a theoretical model and propose hypotheses. Data were obtained form 325 consumers. According to the statistical analysis result, the paper demonstrates that the theoretical model verifies the consumers’ impulsive buying can make a mediating effect between marketing stimulation and happy emotion, emotion of guilty, regretful emotion. In summary, this study made some marketing suggestions for the enterprises, including the utility of different ways to cause different kinds of emotions after impulsive buying for consumers.