自主创业者常说他们的成功“是白手起家‘苦’出来的”。本文以义乌商人的创业叙事为例，探讨他们言说中的“苦”及其背后潜在的道德因素。研究发现，商人关于“苦”的叙事内容存在阶段性差异，“苦”的本质被归结于关系性的结构因素。“苦”的倾吐与社会共享道德观相关，始终与社会共享价值保持同频共振的“好人”道德标准作为一种无形的集体暗示力量和资源，催生了义乌商人的“苦”叙事。本文从“吃苦耐劳话语”“体制依附惯习”“商人身份纠结”“市场价值”四个维度的道德考量诠释了商人“苦”叙事中的结构因素。

Self-employed entrepreneurs often say that their success is "achieved through hard work from scratch". This paper takes the entrepreneurial narratives of Yiwu merchants as an example to explore the "bitterness” in their narratives and the underlying moral factors. It finds that the content of the merchants' "bitterness" narratives varies by stage; the essence of "bitterness" is attributed to relational structural factors; the expression of "bitterness" is related to the shared moral values of society. The moral standard of being a "good person" who "always keeps in tune with the shared values of society" serves as an intangible collective suggestive force and resource, giving rise to the "bitterness" narratives of Yiwu merchants. This paper interprets the structural economic factors in the merchants "bitterness" narratives from four dimensions of moral considerations: " endurance and hard work discourse", "institutional dependence habitus", "identity dilemma of merchants", and "market value".

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