ABSTRACT: Entrepreneurship is an area where farmers often struggle to perform well. This study aims to explore how entrepreneurial learning can enhance entrepreneurial performance. Specifically, the authors investigate the moderating effects of two key factors entrepreneurial environment munificence and innovation ability on this relationship. The study employs a quantitative survey method to collect data, using a sample of 329 Chinese farmer entrepreneurs. Hierarchical regression analysis is used to evaluate the theoretical model. The results demonstrate that entrepreneurial learning has a positive impact on entrepreneurial performance. Furthermore, it is found that entrepreneurial environment munificence positively moderates the relationship between guidance learning, communication learning and entrepreneurial performance. Jointly, entrepreneurial environment munificence and innovation ability also have a positive moderating effect on the relationship between imitation learning, guidance learning and entrepreneurial performance. These findings reveal that through external
environment construction and internal innovation improvement, training can significantly improve farmers’ entrepreneurial performance. Additionally, the research provides insights into the relationship between dimensions of entrepreneurial learning and entrepreneurial performance. Overall, from the perspective of social learning theory,
this study sheds light on the boundary conditions of farmers’ entrepreneurial learning that affect their entrepreneurial performance.
KEYWORDS: China; entrepreneurial learning; entrepreneurial performance; entrepreneurial environment munificence; farmer; innovation ability
