The Impact Path of Digital Literacy on Farmers’ Entrepreneurial Performance: Based on Survey Data in Jiangsu Province

Abstract

In the era of digital economy, digital literacy plays an important role in the process of enabling farmers’ entrepreneurship with digital technology. However, there are few studies in the literature on the impact and mechanism of digital literacy on farmers’ entrepreneurial performance. From the perspective of digital literacy, combining high-level theory and resource-based theory, this paper constructed a chain intermediary model of “digital literacy–entrepreneurial bricolage–entrepreneurial opportunity identification–entrepreneurial performance” based on the logical chain of “resource–opportunity–performance”. A hierarchical regression analysis and bootstrap method were used to analyze 308 samples of effective entrepreneurial farmers. The results show the following: (1) Digital literacy has a significant positive impact on the entrepreneurial performance of rural households. (2) Entrepreneurial bricolage and entrepreneurial opportunity identification play an intermediary role between rural households’ digital literacy and entrepreneurial performance. (3) There is a chain mediating effect of “digital literacy–entrepreneurial bricolage–entrepreneurial opportunity identification–entrepreneurial performance”. The research conclusions can broaden the research on the pre-influencing factors of farmers’ entrepreneurial performance and the driving effect of digital literacy and provide enlightenment on how to promote the improvement of farmers’ entrepreneurial performance and rural social and economic sustainable development.