【摘要】 为厘清农业品牌参与促进新农人创业成长绩效的作用机理，基于江西、河南、安徽3个农业大省的512户新农人创业实地调查数据，运用回归分析方法和中介效应模型，考察农业品牌参与对新农人创业成长绩效的影响、调节及中介效应，进一步采用倾向匹配得分法（PSM）进行稳健性检验。结果表明：农业品牌参与对新农人创业成长绩效有积极影响，而且私有品牌比公共品牌的作用更大；创业规模和生态理念在农业品牌参与和新农人创业成长绩效之间起着调节作用，品牌溢价在二者之间具有部分中介作用，而品牌信任则没有发挥中介作用；稳健性检验表明，消除变量内生性之后，农业品牌参与依然可以显著地促进新农人创业成长绩效。为此，要深化新农人品牌创新意识，提高农产品品牌信任度；培育新农人生态价值理念，推动创建绿色农产品品牌；强化政府品牌建设政策激励，提高新农人农业品牌参与度。更多还原

【Abstract】 To clarify the mechanism of agricultural brand participation in promoting the entrepreneurial growth performance of new farmers, based on a field survey data of 512 new farmers’ entrepreneurship in three major agricultural provinces of Jiangxi, Henan and Anhui, regression analysis method and mediation effect model were used to analyze the impact, regulation and mediation effect of agricultural brand participation on the entrepreneurial growth performance of new farmers. Furthermore, propensity score matching(PSM) method was used for robustness testing. The results show that: The agricultural brand participation has a positive impact on the entrepreneurial growth performance of new farmers, and private brands have a greater impact than public brands. The scale of entrepreneurship and ecological concepts play a moderating role between agricultural brand participation and the entrepreneurial growth performance of new farmers. Brand premium partially mediates the relationship between the two, while brand trust does not play a mediating role. The robustness test shows that after eliminating the indigeneity of variables, the agricultural brand participation can still significantly promote the entrepreneurial growth performance of new farmers. Therefore, it is necessary to deepen the brand innovation awareness of new farmers and improve the trust of agricultural product brands, cultivate the green value concept of new farmers, promote the creation of green agricultural product brands, increase the government incentives for brand building of agricultural products, and increase the participation of new farmers in agricultural brand building.更多还原