目录
摘要 III
关键词 III
Abstract IV
引言
一、引言 1
二、理论基础 1
（一）个体行为理论 1
（二）职业价值观理论 2
（三）社会资本理论 2
三、文献综述 2
（一）农村电商相关综述 2
（二）大学生就业问题相关综述 3
四、问卷设计及调查 4
（一）问卷设计 4
1.设计思路 4
2.变量划分维度 4
3.变量划分依据 5
4.模型解释变量说明 6
（二）问卷调查 6
1.样本选择 6
2.调研安排 6
（一）样本特征描述性统计 7
1.个人特征维度描述性统计 7
2.职业态度维度描述性统计 8
3.家庭背景维度描述性统计 9
4.外界环境维度描述性统计 9
（二）交叉分析 10
（三）相关分析 11
（四）回归分析 11
六、研究总结与建议 13
（一）研究总结 13
（二）建议 13
1.政府加大扶持力度 14
2.企业提供发展平台 14
3.高校加强就业引导 14
4.大学生树立正确的就业观念 14
参考文献 14
附录 17
致谢 19
摘 要
从而给出了相关的建议：（1）政府加大扶持力度；（2）企业提供发展平台；（3）高校加强就业引导；（4）大学生树立正确的就业观念。
ANALYSIS OF RURAL ECOMMERCE EMPLOYMENT INTENTION AND INFLUENCING FACTORS OF ECOMMERCE MAJOR COLLEGE STUDENTS
ABSTRACT
Nowadays, Chinas rural ecommerce is in a period  *51今日免费论文网|www.51jrft.com +Q: ^351916072* 
of rapid development, the demand for talents in ecommerce is also increasing. Therefore, colleges and universities in China have set up ecommerce majors, the purpose is to provide more ecommerce talents, while alleviating the pressure of rural ecommerce lack of talent.
This paper collects relevant data from ecommerce college students in various colleges and universities in Tianjin through questionnaires. The questionnaire starts from four angles of its own characteristics, attitudes towards occupations, family background and external influences, and establishes four dimensions Students willingness to measure the situation, and use SPSS23.0 software to organize and analyze the data obtained. The results of the study show that: (1) Most ecommerce college students are reluctant to engage in rural ecommerce; (2) Personal characteristics, attitudes towards occupations, and the external environment all have an ecommerce college student ’s willingness to engage in rural ecommerce. Affected, and the relationship is relatively close; (3) Other factors besides gender are important influencing factors for ecommerce college students to engage in rural ecommerce related work.
Thus, some suggestions are given ：(1) the government should strengthen the support; (2) the enterprises should provide the development platform; (3) the universities should strengthen the employment guidance; (4) the college students should establish the correct employment concept.

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