利用2014—2018CFPS数据，基于农村要素市场化水平的调节效应，分析金融素养对农户创业的影响及其异质性，结果表明：金融素养对农户创业存在显著促进作用，且上述影响作用存在长期效应；金融素养对家庭人口规模较大的农户创业的促进作用更大；村庄层面的土地要素与资金要素市场化水平对金融素养与农户创业之间的影响关系具有正向调节效应，村庄层面的劳动力要素市场化水平对金融素养与农户创业之间的影响关系具有负向调节效应。据此，应多措并举加大对农民金融素养的培育力度，构建更加完善的要素市场化配置体制机制，科学引导农村要素市场化流动，为农户创业营造良好的市场生态环境。

According to the 2014-2018 CFPS data, based on the moderating effect of the rural factor marketization level, the article analyzes the impact of financial literacy on rural household’s entrepreneurship and its heterogeneity. The study found that financial literacy promotes plays a significant role in promoting rural household’s entrepreneurship , with the above impact having long-term effects and financial literacy having greater influence on the entrepreneurship of farmers with larger family size. Meanwhile, the marketization level of land and capital elements at the village level has a positive moderating effect on the relationship between financial literacy and farmers’ entrepreneurship. Additionally, at the village-level, labor marketization level has a negative regulatory effect on the relationship between financial literacy and farmers’ entrepreneurship. Thereby, various measures should be taken to enhance the cultivation of farmers’ financial literacy, construct a more complete factor market allocation system and mechanism, scientifically guide the flow of rural factors to create a good market ecological environment for farmers to start business.

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