An Empirical Study on Spatio-Temporal Deduction and Paths of Returning Entrepreneurship Empowered by Big Data Marketing Technology

Abstract

From the perspective of spatio-temporal deduction, this paper adopts structural equation modeling (SEM) to analyze the differences between urban and rural areas in returning entrepreneurship in different time periods and the influence mechanisms behind them. The results of the research show that big data marketing technology empowerment has a significant positive impact on the success of returning entrepreneurs (influence coefficient: 0.56), with a stronger influence in urban areas and in the late period (2016-2022), with coefficients of 0.70 and 0.65, respectively, whereas it presents a weaker impact in rural areas and in the early period (2012-2015), with coefficients of 0.42 and 0.38, respectively. Further regional analysis reveals that the eastern region has a path coefficient of 0.81, indicating the most significant enabling effect. In contrast, the central, western, and northeastern regions have path coefficients of 0.52, 0.46, and 0.44, respectively, showing relatively weaker impacts. Therefore, the government should increase support for technology research, development, and promotion in rural and economically lagging regions, emphasize the formulation of regionally differentiated policies, and strengthen technology dissemination and the development of digital capabilities among entrepreneurs.