Research on People’s Operation Behavior of Micro-business and Its Influencing Factors

The purpose of this paper is to study people’s operation behavior of micro-business and its influencing factors by the review of literature and the survey of questionnaire. For there is few literature on people’s operation behavior of micro-business, this paper defines people’s operation behavior of micro-business as their cost and benefit of micro-business, and then discusses its differences which are influenced by the factors as the cognition of advantages and disadvantages on micro-business and micro-business’ platform. The last, this paper analyzes the impact of the operator's gender, age, monthly income and operating micro-business’ platform on people’s operation behavior of micro-business and its influencing factors. According to the analysis of the questionnaire survey, people’s annual average operating cost on the micro-business is less than RMB 1,000, but their revenue is more than 50 times of their cost. The cognition of advantages and disadvantages on micro-business and micro-business’ platform significantly affected the micro-business behavior. The gender and age of respondents would have an obvious impact on people’s operation behavior of micro-business, but not all of its influencing factors, and the monthly income and the operating micro-business platform of respondents make no difference.

Micro-business; People’s Operation Behavior; Influencing Factors

Tingting Tian, Weilun Huang. Research on People’s Operation Behavior of Micro-business and Its Influencing Factors. 2019 Asia-Pacific Forum on Economic and Social Development (APFESD 2019). 2019, Vol.2: 196-201.