Abstract: With the development of information technology, the entrepreneurs of all the countries around the world are increasingly using the means of Internet to carry out start-up financing. The entrepreneurs, investors and other entrepreneurial related stakeholders are also inclined to use Internet to create brand-new social network models; entrepreneurs’ online social behaviors by means of Internet social media are increasingly becoming the key to successful financing. At the same time, compared with other types of entrepreneurial projects, agricultural entrepreneurship projects have strong traits in social network communication and social network behavior effects, its social behavior strategies should be significantly different from that of other types of projects. How to give full play to the agricultural entrepreneurs’ advantages in social network and improve the entrepreneurial financing performance under the conditions of Internet financing and network social behaviors has become an important research topic in economics and management science. Therefore, this paper collects 7585 entrepreneurial projects through entrepreneurial crowdfunding on the Internet crowdfunding websites; by using the propensity score matching method, it explores the impact mechanism of social network social behaviors of entrepreneurial leaders in agricultural start-ups on the financing performance, and the related adjustment effect is also verified. At last, it proposes some strategy suggestions for the agricultural entrepreneurs in the process of entrepreneurial financing to apply in their corresponding social network social behaviors.

Key words: agricultural entrepreneurship project; social network activities; entrepreneurial financing; entrepreneurial team size