Understanding the Impact of Rural Returnees’ Hometown Identity on Their Successful Entrepreneurship with the Operations Research Framework

In the past ten years, China’s rapid urbanization has hollowed out rural population considerably. Although returnee entrepreneurship become a catalyst for retaining people and revitalizing countryside, most disenfranchised Chinese villages struggle to retain their returnees, owing lack of infrastructure low quality life. However, many e-commerce live broadcast have emerged in eastern coastal plains China. Returnees, inspired with strong hometown identity, driving force development these villages. This study investigates relationship between identity returnees entrepreneurial success operations research framework. We explored mediating role agglomeration knowledge illustrate mechanism success, while testing moderating effect conditional indirect effects returnees’ creativity through moderated mediation analysis. Using time lag method, we collected field data from northern Jiangsu Province. The results showed positive correlation agglomerated production as an important intermediary. Returnees stronger sense higher are more likely enjoy success. reference significance all levels government concerned development, who desire start own businesses.