Analysis On The Farmer's Behavior In The Process Of Agricultural Mechanization Development Under The New Countryside Construction Stages

The development of agricultural modernization and the construction of new countryside depend on the development of agricultural mechanization degree. At present, our country's agricultural mechanization have stepped into an intermediate stage, but there still exist many problems, and many of the problem is to result from ignored the behavior of famer who are the participation body in the agricultural mechanization development process. Therefore, the paper based on the famer's behavior analysis.Select Minquan village Xianfeng township Yushu city in Jilin province for investigation. This paper analysis on the development of agricultural mechanization of Minquan village from the new institutional economics perspective, points out that only incentive policy to mobilize agricultural mechanization participation body to active participation is the most effective system promoting the development of agricultural mechanization better and faster.Analysis on the farmer's behavior in the process of agricultural mechanization development in the perspective of behavioral economics under the new countryside construction stages. Specifically, the paper mainly analyzed and discussed from the following several aspects:1. Based on Mental Accounting Theory analysis on the role of the farm machinery purchase subsidies in farmer's heart. Analysis on the farmer's mental accounts division, focuses on analyzing farmers how to divide the farm machinery purchase subsidies and what are there function, then pointed out that increasing farmer income, changing the division standard of farmer's mental accounts in favour of the agricultural mechanization development.2. Based on Prospect Theory analysis on farmers decision-making process when they face the uncertainty problem. Analysis on the farmer's behavior from the influence factors such as risk perception and extent, loss aversion and extent, expected return and information, based on prospect theory analyzed the farmers decision-making process. 3. Dialectical analysis on the fair, mutual and self-interest behavior, and using the ultimatum model game analyzed the income group. Pointed out that agricultural machinery professional cooperatives should adjust interest distribution system, improve dividends proportion to offset the "loss" of mental accounts and reduce the relative income gap between farmer can encourage farmer to attend agricultural machinery professional cooperatives.4. The ultimatum game analyszed between the three of the central government, local government and farmers. Points out that in the process of agricultural mechanization every levels of government support policy is necessary condition, it can't ignore the farmer's main body status, to formulating relevant policy should fully consider farmer opinion.5. Finally, according to the development process of agricultural mechanization in China and basing on the above analysis in this paper to put forward relevant policy suggestions in the perspective of famers.