Abstract: Innovative rural entrepreneurs can make achievements given the situation of cognitive deficiencies and lacking knowledge and experiences in the process of entrepreneurship. By using the lens of entrepreneurial learning and combining grounded theory approach and content analysis method, this paper analyzes 136 Chinese rural entrepreneurial stories, generates 6 entrepreneurial learning processes from the data: experimental learning, trial-and-error learning, improvisational learning, observational/investigation learning, vicarious learning and external advisory learning, which can be classified as direct learning and indirect learning, and obtains the quantitative characteristics of entrepreneurial learning processes and their usage in different entrepreneurial stages. Evidences show that direct learning is used more frequently than indirect learning, and observational/investigation learning, improvisational learning and external advisory learning are used more frequently than other kinds of learning. We also find that different learning mode exists in different entrepreneurial stages, and entrepreneurial learning behaviors occur most frequently in production stage.

摘要： 鉴于部分农民创业者在知识匮乏、认知缺陷和经验不足等困境中实现创业成功，通过创业学习视角，综合运用扎根理论和内容分析两种方法，分别定性和定量地分析CCTV《致富经》栏目报道的136个农民创业故事，以期透视中国农民创业者的创业学习行为规律。最终提炼出农民创业者的两类（包括直接学习和间接学习）、六种（包括试验学习、试错学习、即兴学习、观察/调查学习、替代学习和外部建议学习）创业学习方式，及其不同的应用特征。证据表明，农民创业者的直接学习总体多于间接学习，直接学习中的观察/调查学习、即兴学习以及间接学习中的外部建议学习最为普遍；此外，不同创业环节中使用的创业学习方式也存在一定差异，创业学习更多地发生在创业过程的生产环节。