在我国大力提倡“大众创业、万众创新”和乡村振兴的战略背景下，鼓励农 村创业成为农业转型发展的新动能，创业人才的返乡回流对于促进城乡资源优化 配置具有重要的现实意义。“互联网+”环境下，农村电子商务的相关研究大都 集中于分析电商创业的正向作用，并未具体分析不同电商模式对创业绩效的不同 影响，同时现有研究较少关注返乡创客的创业行为，对其创业成败的关键要素提 取存在缺失。 基于破坏性创新理论、联结理论和信息场理论，本研究尝试构建以双元创新 能力、双重网络嵌入为自变量，以创业拼凑为中介变量，以效率型模式创新、新 颖型模式创新、创业社会支持为调节变量，电商创业绩效为因变量的理论模型， 进一步探讨个体能力方面-双元创新能力、创业环境方面-双重网络嵌入在整个过 程中扮演的角色，并考虑不同电商创新模式对返乡创客电商创业绩效的差异化影 响路径。利用问卷调查的方式，收集来自全国主要农业大省426份直接从事农业 创业的返乡创客数据，运用SPSS22、AMOS21、PROCESS2.16等软件进行实证 分析，对构建的理论模型进行检验。 研究结果表明：返乡创客双元创新能力正向影响电商创业绩效；双重网络嵌 入倒U型影响电商创业绩效；创业拼凑在双元创新能力、双重网络嵌入与电商 创业绩效的主效应中发挥中介作用；效率型模式创新和新颖型模式创新均能正向 调节双元创新能力、双重网络嵌入与创业拼凑的关系；创业社会支持正向调节创 业拼凑与电商创业绩效之间的关系；从自变量到因变量的主效应方面看，效率型 模式创新正向调节双重网络嵌入与电商创业绩效间经由创业拼凑的间接效应，即 存在被效率型模式创新调节的中介效应，而对双元创新能力与电商创业绩效的间 接效应的调节作用则不显著；新颖型模式创新正向调节双元创新能力与电商创业 绩效间经由创业拼凑的间接效应，即存在被新颖型模式创新调节的中介效应，而 对双重网络嵌入与电商创业绩效的间接效应的调节作用则不显著。 关键词：双元创新能力；双重网络嵌入；电商模式创新；创业拼凑；电商创 业绩效 II Abstract UnderthestrategicbackgroundofChina'svigorouspromotionof"mass entrepreneurshipandinnovation"andruralrevitalization,ruralentrepreneurshipis encouragedtobecomeanewdrivingforceforagriculturaldevelopmentand transformation.Thereturnofentrepreneurialtalentstothehometownhasimportant practicalsignificanceforpromotingtheoptimalallocationofurbanandrural resources.Inthe“Internet+”environment,mostoftheresearchonrural e-commercefocusedonanalyzingthepositiveeffectsofe-commerce entrepreneurship,anddidnotspecificallyanalyzethedifferenteffectsofdifferent e-commercemodelsonentrepreneurialperformance.Theentrepreneur's entrepreneurialbehaviorislackingintheextractionofkeyelementsofitssuccessor failure. Basedondestructiveinnovationtheory,connectiontheoryandinformationfield theory,thisstudyattemptstoconstructdualinnovationcapability,dualnetwork embeddingasindependentvariables,entrepreneurialpatchworkasintermediary variables,thisstudyattemptstoconstructdualinnovationcapability,dualnetwork embeddingasindependentvariables,entrepreneurialpatchworkasintermediary variables,andefficiencymodelinnovation,novelmodelinnovation,and entrepreneurialsocialsupportasmoderatingvariables,E-commerceentrepreneurial performanceisusedasadependentvariabletobuildatheoreticalmodeltofurther exploretheindividualcapabilities-dualinnovationability,entrepreneurial environment-theroleofdualnetworkembeddingintheentireprocess,andconsider thedifferentinfluencepathsofdifferente-commerceinnovationmodelsonreturning entrepreneurs'entrepreneurialperformance.Thequestionnairesurveywasusedto collectdatafrom426returneeswhoweredirectlyengagedinagricultural entrepreneurshipinmajoragriculturalprovincesofthecountry,andusedSPSS22, AMOS21,PROCESS2.16andothersoftwareforempiricalanalysistotestthe theoreticalmodelconstructed. Theresultsofthestudyfoundthatthedualinnovationabilityofreturninghome makershasapositiveimpactone-commerceentrepreneurialperformance;thedual networkembeddedinvertedUshapeaffectse-commerceentrepreneurialperformance; entrepreneurshippatchworkplaysanintermediaryroleinthemaineffectsofdual innovationability,dualnetworkembeddingande-commerceentrepreneurial performance;bothefficiencymodelinnovationandnovelmodelinnovationcan positivelyregulatetherelationshipbetweendualinnovationability,dualnetwork III embeddingandentrepreneurialpatchwork;entrepreneurialsocialsupportpositively regulatestherelationshipbetweenentrepreneurialpatchworkande-commerce entrepreneurialperformance;fromtheperspectiveofthemaineffectsofindependent variablestodependentvariables,theindirecteffectsofdouble-embedded dual-networkembeddingofefficiencymodelinnovationandentrepreneurial performanceofe-commercethroughentrepreneurialpatchwork,thatis,thereisan intermediaryeffectregulatedbytheefficiencymodelinnovation,butthemoderating effectontheindirecteffectofdualinnovationabilityande-commerceentrepreneurial performanceisnotsignificant;innovativemodelinnovationpositivelyregulatesthe dualeffectofdualinnovationabilityande-commerceentrepreneurialperformance throughentrepreneurialpatchwork,thatis,thereisanintermediaryeffectregulatedby novelmodelinnovation,buttheadjustmenteffectontheindirecteffectofdual networkembeddingande-commerceentrepreneurialperformanceisnotsignificant. Keywords:dualinnovationcapability;dualnetworkembedding;e-commerce modelinnovation;entrepreneurialpatchwork;e-commerceentrepreneurial performance. IV 目录 第1章绪论..................................................................................................................1 1.1研究背景.........................................................................................................1 1.1.1现实背景..............................................................................................1 1.1.2理论背景..............................................................................................2 1.2研究意义.........................................................................................................3 1.3研究综述.........................................................................................................4 1.3.1双元创新能力的相关研究..................................................................4 1.3.2双重网络嵌入的相关研究..................................................................6 1.3.3电商模式创新的相关研究..................................................................8 1.3.4创业拼凑的相关研究..........................................................................9 1.3.5创业社会支持的相关研究................................................................11 1.3.6电商创业绩效的相关研究................................................................12 1.3.7研究综评..............................................................................................2 1.4研究内容与思路.............................................................................................3 1.4.1研究内容..............................................................................................3 1.4.2研究思路..............................................................................................3 1.5研究方法及创新之处.....................................................................................4 1.5.1研究方法..............................................................................................4 1.5.2创新之处..............................................................................................5 第2章相关概念与理论基础......................................................................................6 2.1相关概念.........................................................................................................6 2.1.1返乡创客(ReturnHomeMaker)..........................................................6 2.1.2农村电商(RuralE-Commerce)............................................................6 2.1.3双元创新能力(DualInnovationAbility).............................................6 2.1.4双重网络嵌入(DualNetworkEmbedding).........................................7 2.1.5电商模式创新(E-CommerceModelInnovation)...............................7 2.1.6创业拼凑(EntrepreneurialBricolage)..................................................8 2.1.7创业社会支持(EntrepreneurialSocialSupport)..................................8 2.1.8电商创业绩效(E-CommerceEntrepreneurialPerformance)...............9