Research On Decision Behavior Of Farmers’ Adoption Of Technology Innovation

Compared with the developed countries, science and technology is not fullyapplied in China’s agricultural economy and agricultural production, and it has becomebottleneck problem restricting the improvement of China’s farmer living standard. It is abasic national policy which promotes China’s agricultural economy level throughscience and technology. However, desired results did not achieve expected goal afterthese years of agricultural science and technology achievements. Some agriculturalscientific and technological achievements had to stop because of poor practicability, andsome other could not be adopted and applied because their input is too big. Consideringthe whole research and extension of agricultural innovation science and technology, wecan find that: more attention had been put on new equipment, new technology, and newvariety, but micro majority had been ignored in agricultural economy. Dislocation hadcome into being between farmers demand and agricultural science and technologyinnovation achievement; it is the basic cause that influences transformation ofagricultural science and technology innovation achievements. Therefore, we shoulddialysis farmers’ needs, value orientation, and decision-making thinking, and maketechnological innovations to meet the demand of farmers. It will make it easy forfarmers to accept and adopt innovation achievements.In this paper, the technology innovation adoption decision-making behavior offarmers was taken as core research content. The whole work pays close attention onfarmers and farmers’ behavior, based on behavioral economics, modern decision theory,and bounded rationality theory. Main research works are as follows:Farmer adoption decision theory was researched about technology innovation.Basic concept of farmer behavior was defined, and theory research was founded theintersection of behavioral economics theory, farmer behavior theory, and boundedrationality theory. Comparative analysis of classical decision theory about the rationalityand modern decision theory about bounded rationality had been carried out, andfarmers’ adoption decision was put forward for technology innovation based onbounded rationality.The research system was carried out for farmers’ adoption decision of technologyinnovation. Then analytical framework and analysis principle was constructed, andinternal factors and external factors were confirmed. Taking Shuangcheng and Wuchangas research object, empirical analysis was carried out based on Logistic model.Empirical results show that rationality is bounded to farmers’ adoption decision fortechnology innovation.Adoption decision model of single-farmer and multi-farmer were built fortechnology innovation based on bounded rationality, behavioral psychology, Maslowtheory of needs analysis, and risk aversion theory. By considering psychological factors,single-farmer model was built including risk preference, mental accounting, and lossaversion. By considering herding effect, multi-farmer model was built using gametheory and dynamic communication theory.Empirical analysis was carried out relying on single-farmer model andmulti-farmer model. Empirical conclusion of single-farmer model shows that the orderof different influence factors are risk attitude, mental account, income probability,income, loss aversion. Empirical conclusion of multi-farmer model shows that herdeffect will come into being when communication income is small among farmers.Some countermeasures were put forward according to the various factors affectingfarmers’ adoption decision behavior of technology innovation. These countermeasureswill be used in promoting science and rationality of farmers’ adoption decisionbehavior.