An Empirical Research On Farmers' Adoption Behavior And Effect Factors In The Process Of New Breed's Diffusion

Along with the development of market economy, especially since the implement of seed-law in 2001, both sides of vender and buyer change obviously, one side the main body of vender is multifariously, in particular, the monopoly of the pattern of the channel of state seed company—agrotechnical station of villages and towns was broken, at the same time the corporation of seed-manufacturer is manifold, the brand of seed is various, the competition of market pricks up evidencently; on the other hand the seed accepter who is farmer become self-governed chooser.in this background, if the corporation of seed-manufacturer want to expedite the speed of new seed diffusion and increase the rate of market translation success, it must know of the action adoption , that is farmers adopt new seed, including motivation,process and influencing factors etc.especially,the influencing factors of the farmers'adoption action.In allusion to above problem, this paper adopt the method that are theory analysis and demonstration analysis, literature researsh and questionnaire investigation, qualitative analysis and quantitative analysis to researsh the action of farmer who adopt new seed. Mostly,researshing the interior and exterior influencing factors,Especially,marketing stimulation variable and farmers'social capital variable. Concretely speaking,this paper firstly summarize literature to introduce domestic and overseas study of new product diffusion,domestic and overseas study of influencing factors of farmer'new product adopting action, and then introduce consumers adopting action's interrelated model, define concept that is used in this paper, at the same time, I attempt to construct the model of famers' adoption behavior, and then, I confirm of the study object that is farmer of HuBei province,on the base of above study, I design the questionnaire, and carry through trial survey and formal survey at JiangLing county of HuBei in October ,2008. Lastly, the pepaer analyzes the object of study in describing statistic which is carried out by frequency analysis. Analyzes independent variables in factor analysis and correlation analysis, Analyzes influcing factor of adoption will in Binary Logistic Regression, Analyzes process of adoption in Multinomial Logistic Regression.Through analysis, the paper gets hold of hereinafter conclusion:farmers'crop size, sales promotion service offered by dealer, farmers'trust to dealer, farmers'trust to correlative agriculture service, age of farmer are the important factors in farmers'adoption will and process of adoption, farmers'ability of bearing risk and the quality of new breed are necessary condition.