Abstract: Scholars have shown that the cognitive process of entrepreneurs in the entrepreneurial context is different from that of non-entrepreneurs, which has specificity. But the mechanism of this process has not been clearly revealed. Based on the typical cases of new rural entrepreneurship, this paper deeply identifies the cognitive characteristics of new rural entrepreneurship process from the micro-narrative perspective. This paper constructs the conceptual framework of new rural entrepreneurial cognitive system in the context of modern agricultural entrepreneurial context in China. Through coding analysis, this paper establishes nine main categories, namely, external emotions and beliefs, internal emotions and beliefs, practical exploration, innovative action, open communication, industry awareness, attitude of relatives and friends, government role and risk attitude. On the basis of these nine main categories, the conceptual framework of "subjective belief—action orientation—situational interaction" for new farmers’ cognitive system is constructed, and it is considered that subjective belief is the core of cognition and action, which provides psychological support for entrepreneurs ‘decision-making and entrepreneurial action; action orientation is the driving mechanism to promote cognitive process. Entrepreneurs express their beliefs through action, and induce cognitive cycle. Situational interaction refers to the interaction between entrepreneurs and objects in the process of expressing their subjective beliefs through entrepreneurial actions in a specific entrepreneurial context, which generates situational knowledge and promotes situational cognitive evolution.

摘要： 大量学者的研究已经表明，创业者的在创业情境中的认知过程与非创业者不同，具有特异性，但这一过程的机制尚未得到明确的揭示。文章以典型的新农人创业案例为突破口，在微观叙事视角下通过扎根研究方法，深入识别新农人创业过程中的认知特征，构建我国现代农业创业情境下的新农人创业认知系统概念框架。经过编码分析，文章确立了9个主范畴，分别为外部情感和信念、内部情感和信念、实践探索、创新行动、开放交流、产业认知、亲友态度、政府角色和风险态度。在这9个主范畴的基础上，构建了新农人“主观信念—行动导向—情境交互”的认知系统概念框架，并认为主观信念是认知与行动的内核，为创业者的创业决策和创业行动提供心理支持；行动导向是促发认知进程的动力机制，创业者通过行动表达信念，诱发认知循环，促进认知深化；情境交互是是创业者在具象化的创业情境中，藉由创业行动表达主观信念过程中与客体产生的交互，产生情境化知识，推进情境化认知演化。