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 |
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 |
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% |
Variable | Average value | Standard deviation |
---|---|---|
Situation perception | 3.33 | 0.695 |
Occupation perception | 3.04 | 0.808 |
Professional expectation | 3.31 | 0.691 |
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? |
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 |
37 | 12.80% | |
33 | 11.42% | |
32 | 11.07% | |
34 | 11.76% | |
39 | 13.49% | |
39 | 13.49% | |
35 | 12.11% | |
40 | 13.84% |
Cronbach Alpha | Number of items |
---|---|
0.888 | 29 |
Variable | Average value | Standard deviation |
---|---|---|
School guidance | 3.17 | 0.776 |
Public opinion | 3.24 | 0.757 |
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 | Bartlett sphericity test | ||
---|---|---|---|
Approximate chi-square value | Degree of freedom | Significance | |
0.906 | 3785.465 | 406 | 0.000 |