关键词: font-family:FZKTK--GBK1-0, font-size:8.93pt, ">农村电商；创业生态系统；生态系统健康性；创业拼凑；创业绩效

Abstract: In recent years, the flourishing development of the digital economy has been effectively promoting the comprehensive revitalization of rural areas. The emergence of Taobao villages and Taobao towns is an important manifestation of this. Therefore, the impact mechanism between the rural e-commerce entrepreneurial ecosystem and new ventures has become a key issue. The entrepreneurial ecosystem is an interactive system composed of entrepreneurial entities and their surrounding environment. The entrepreneurial ecosystem has characteristics such as multi-level hierarchy, diversity, interactive symbiosis, and dynamic evolution. According to the multi-level hierarchy of the entrepreneurial ecosystem, it can be divided into three levels: micro, meso, and macro levels, with the micro level referring to the entrepreneurial ecosystem explored from the perspective of enterprises. Based on the multi-level and complex nature of the entrepreneurial ecosystem, focusing on the smaller but representative micro-level entrepreneurial ecosystem is a method to deal with the complexity of the entrepreneurial ecosystem and has more representative significance for new ventures. Although existing literature has explored the constituent elements and key participants of the entrepreneurial ecosystem, it still falls short in explaining the competitiveness of the entrepreneurial ecosystem and the performance of new ventures within it. More and more studies point out the crucial role of ecosystem health in the sustainable development process of the system, and the premise for the ecosystem to play a role in resource allocation is that the system is healthy. Due to the insufficient initial endowment and relatively scarce resources of new ventures, they mostly achieve development through entrepreneurial bricolage. The entrepreneurial ecosystem can provide new ventures with more abundant entrepreneurial opportunities and resources. New ventures can use the ecosystem to solve resource bottlenecks and legitimacy gaps, and enhance their competitiveness and performance by interacting with other entities in the system and surrounding environments through dependence, value sharing, and collaborative evolution, further promoting the evolution of the entrepreneurial ecosystem. From the perspective of micro-level enterprises, based on the analysis and understanding of entrepreneurial ecosystem theory and entrepreneurial bricolage theory, the entrepreneurial ecosystem health is divided into three dimensions: ecological vitality, ecological stability, and ecological diversity. Based on the research logic of "environment perception - behavior - result," a theoretical model of "entrepreneurial ecosystem health - entrepreneurial bricolage-new venture entrepreneurial performance" is constructed. Using a questionnaire survey method, this study takes e-commerce enterprises in the rural e-commerce entrepreneurship ecosystem of Zeguo Town as the research object. Statistical analysis software SPSS 22.0 and AMOS 24.0 were used to conduct reliability and validity tests on the collected sample data of 605 e-commerce enterprises. A structural equation model was constructed to test the hypotheses. The empirical results show: (1) Ecosystem stability and ecosystem diversity in the entrepreneurial ecosystem have a positive impact on new venture entrepreneurial performance; (2) Entrepreneurial bricolage has a positive impact on new venture entrepreneurial performance; (3) Ecological vitality and ecological diversity in the entrepreneurial ecosystem have a positive impact on entrepreneurial bricolage; (4) Entrepreneurial bricolage plays a mediating role between ecological vitality and new venture entrepreneurial performance, and between ecological diversity and new venture entrepreneurial performance. However, the mediating effect between ecological stability and new venture entrepreneurial performance is not significant. The research conclusions hold implications for new ventures on how to use entrepreneurial bricolage strategies to overcome the "newborn weakness" faced by new ventures, thus achieving survival and development from the perspective of entrepreneurial ecosystem health.

Key words: rural e-commerce, entrepreneurial ecosystem, ecosystem health, entrepreneurial bricolage, entrepreneurial performance