Analysis on the influence factors of college students about the willingness to work in rural e-commerce
y | 25 may 2021
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Publicado en línea: 25 may 2021
Páginas: 307 - 318
Recibido: 05 ene 2021
Aceptado: 26 feb 2021
DOI: https://doi.org/10.2478/amns.2021.2.00015
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© 2021 Liwen Gou et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
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Explanation of model explanatory variables.
| Variable | Explanation of model explanatory variables |
|---|---|
| Individual characteristics | |
| Gender | 0=female, 1=male |
| Personality | 0= extroverted, 1= introverted |
| Household registration | 0= urban, 1= rural |
| Practical experience | 0=No, 1=Yes |
| Academic planning | 0= further studies, 1= employment |
| Job location | 0= out of CQ, 1= CQ |
| Salary expectations | 1=below 3000 yuan, 2=3001–4000 yuan, 3=4001–5000, yuan, 4=5001–6000 yuan, 5=6000 yuan and more |
| Occupational attitude | |
| Situation perception | 1=strongly disagree, 2=somewhat disagree, 3=neutral, 4=somewhat agree; 5=strongly agree |
| Occupation perception | 1=strongly disagree, 2=somewhat disagree, 3=neutral, 4=somewhat agree; 5=strongly agree |
| Professional expectation | 1=strongly disagree, 2=somewhat disagree, 3=neutral, 4=somewhat agree; 5=strongly agree |
| Family background | |
| Family attitudes | 0=No, 1=Yes |
| Family members | 0=No, 1=Yes |
| Family relations | 1=very bad, 2=bad, 3=fair, 4=good, 5=very good |
| Education level | |
| 4=undergraduate; 5=postgraduate or above |
|
| Income level | |
| yuan; 5=200,000 yuan or more | |
| External environment | |
| School guidance | 1=very non-conforming, 2=relatively not conforming, 3=fair, 4=relatively conforming, 5=very conforming |
| Public opinion | 1=very non-conforming, 2=relatively not conforming, 3=fair, 4=relatively conforming, 5=very conforming |
Multivariate correlation analysis (N289).
| Variable | Situation perception | Occupation perception | Professional expectations | |
|---|---|---|---|---|
| Occupation perception | Pearson correlation | 0.630** | - | - |
| Significance (bilateral) | 0.000 | - | - | |
| Professional expectations | Pearson correlation | 0.738** | 0.630** | - |
| Significance (bilateral) | 0.000 | 0.000 | - | |
| Family relations | Pearson correlation | 0.368** | 0.463** | 0.433** |
| Significance (bilateral) | 0.000 | 0.000 | 0.000 | |
| School guidance | Pearson correlation | 0.562** | 0.631** | 0.555** |
| Significance (bilateral) | 0.000 | 0.000 | 0.000 | |
| Social opinion | Pearson correlation | 0.594** | 0.642** | 0.663** |
| Significance (bilateral) | 0.000 | 0.000 | 0.000 |
Descriptive statistics of individual characteristic dimensions.
| Variable | Classification | Quantity | Percentage |
|---|---|---|---|
| Gender | Male | 135 | 46.71% |
| Female | 154 | 53.39% | |
| Personality | Extroverted | 170 | 58.82% |
| Introverted | 119 | 41.18% | |
| Household registration | Rural | 163 | 56.40% |
| Urban | 126 | 43.60% | |
| Internship experience | Yes | 101 | 34.95% |
| No | 188 | 65.05% | |
| Academic planning | Employment | 199 | 68.86% |
| Further studies | 90 | 31.14% | |
| Job location | CQ | 203 | 70.24% |
| Out of CQ | 86 | 29.76% | |
| Salary expectation | Below 3000 yuan | 7 | 2.42% |
| 3001–4000 yuan | 70 | 24.22% | |
| 4001–5000 yuan | 99 | 34.26% | |
| 5001–6000 yuan | 62 | 21.45% | |
| 6000 yuan or more | 51 | 17.65% |
Descriptive statistics of professional attitude dimensions.
| Variable | Average value | Standard deviation |
|---|---|---|
| Situation perception | 3.33 | 0.695 |
| Occupation perception | 3.04 | 0.808 |
| Professional expectation | 3.31 | 0.691 |
Description of measurement questions.
| Dimension | Variable | Description |
|---|---|---|
| Individual characteristic | Gender | What is your gender? |
| Personality | What is your personality? | |
| Household registration | Where is your household registration? | |
| Practical experience | Have you participated in a project in the rural e-commerce industry? | |
| Academic planning | What will you do after graduation? | |
| Job location | Do you want to stay in Chongqing after graduation? | |
| Salary expectations | What is the expected salary after graduation? | |
| Occupational attitude | Situation perception | Demand: Do you think the recruitment market has great demand for e-commerce students in CQ? |
| Prospects: Do you think the employment prospects of e-commerce majors in CQ are very optimistic? | ||
| Market: Do you think e-commerce majors have an advantage in the job market? | ||
| Occupation perception | Information: Do you think you know more information about rural e-commerce? | |
| Practice: Do you have done many rural e-commerce practices and projects? | ||
| Policy: Have you learned about preferential policies that encourage college students to engage in rural e-commerce work? | ||
| Professional expectations | Industry: Do you think rural e-commerce industry can attract high-quality talents? | |
| Status: Do you think the social status of rural e-commerce practitioners is improving? | ||
| Salary: Do you think the current salary level of rural e-commerce is more competitive? | ||
| Prospects: Do you think the development prospects of rural e-commerce are very good? | ||
| Family background | Family members | Are you an only child in your family? |
| Family attitudes | Does your family want you to be engaged in the rural e-commerce? | |
| Family relations | How helpful is your family network for you to engage in rural e-commerce? | |
| Education level | What is the higher education level of your parents? | |
| Income level | What is your annual income of your family? | |
| External environment | School guidance | Internship: Does school can provide internship opportunities in rural e-commerce? |
| Course: Does the school set up some courses on rural e-commerce? | ||
| Information: Does the school pass on rural e-commerce related information to you? | ||
| Public opinion | Same group: Do your friends have participated in rural e-commerce practices or projects? | |
| View: Are your friends more optimistic about the rural e-commerce industry? | ||
| Propaganda: Have you learned many advanced deeds of rural e-commerce through media propaganda? | ||
Cross-analysis table of multivariate and employment willingness.
| Variable | P-value |
|---|---|
| Gender | 0.055 |
| Personality | 0.226 |
| Household registration | 0.557 |
| Practical experience | 0.000 |
| Academic planning | 0.133 |
| Job location | 0.308 |
| Salary expectations | 0.007 |
| Family members | 0.637 |
| Family attitudes | 0.000 |
| Education level | 0.290 |
| Income level | 0.646 |
Valid questionnaires in each university.
| 37 | 12.80% | |
| 33 | 11.42% | |
| 32 | 11.07% | |
| 34 | 11.76% | |
| 39 | 13.49% | |
| 39 | 13.49% | |
| 35 | 12.11% | |
| 40 | 13.84% |
Reliability coefficient test.
| Cronbach Alpha | Number of items |
|---|---|
| 0.888 | 29 |
Descriptive statistics of external environment dimensions.
| Variable | Average value | Standard deviation |
|---|---|---|
| School guidance | 3.17 | 0.776 |
| Public opinion | 3.24 | 0.757 |
Logistic regression analysis.
| Variable | B | S.E, | Wals | Sig. | Exp (B) |
|---|---|---|---|---|---|
| Gender (reference: male) | 0.281 | 0.360 | 0.607 | 0.436 | 1.324 |
| Personality (reference: introverted) | –0.209 | 0.319 | 0.429 | 0.513 | 0.812 |
| Household registration (reference: rural) | 0.209 | 0.354 | 0.348 | 0.555 | 1.232 |
| Practical experience (reference: yes) | –0.899 | 0.388 | 0.066 | 0.008 | 1.104 |
| Academic planning (reference: employment) | –0.797 | 0.368 | 4.698 | 0.030 | 0.451 |
| Job location (reference: CQ) | –0.437 | 0.347 | 1.586 | 0.208 | 0.646 |
| Salary expectations (reference: below 3000 yuan) | –0.598 | 0.162 | 13.565 | 0.000 | 1.818 |
| Situation perception | –0.080 | 0.117 | 0.465 | 0.495 | 0.923 |
| Occupation perception | 0.216 | 0.108 | 4.030 | 0.045 | 1.241 |
| Professional expectation | 0.144 | 0.099 | 2.113 | 0.146 | 1.154 |
| Family members (reference: yes) | 0.277 | 0.331 | 0.698 | 0.404 | 1.319 |
| Family attitudes (reference: yes) | –2.404 | 0.393 | 37.349 | 0.000 | 0.090 |
| Family relations(reference: very bad) | 0.068 | 0.218 | 0.096 | 0.756 | 1.070 |
| Education level (reference: Junior high school and below) | 0.002 | 0.167 | 0.000 | 0.990 | 1.002 |
| Income level (reference: below 50,000 yuan) | –0.191 | 0.178 | 1.149 | 0.284 | 0.826 |
| School guidance | 0.319 | 0.107 | 1.238 | 0.005 | 0.888 |
| Public opinion | 0.256 | 0.119 | 1.725 | 0.038 | 1.169 |
| Constant | –0.534 | 1.435 | 0.138 | 0.710 | 0.586 |
KMO and Bartlett test.
| KMO | Bartlett sphericity test | ||
|---|---|---|---|
| Approximate chi-square value | Degree of freedom | Significance | |
| 0.906 | 3785.465 | 406 | 0.000 |