Research On Influencinors Of Large-scale Rice Farmers’ Agricultural Technology Information Channel Selection

Along with industrialization and urbanization deepening, the incongruity of thedevelopment of rural economy and urban economy make the contradictions between urbanand rural areas increasingly prominent; rising costs of comprehensive agriculturalproduction make our country’s comparative advantage in agriculture gradually show signsof decline; the rigid constraints of land, water and other agricultural production resourcesincrease pressure; ensuring national food security and effective supply of majoragricultural products is a arduous task. To ensure national food security is the primary taskof the development of modern agriculture, deepen rural reform, increase the intensity ofscience and technology, surrounding the construction of modern agriculture, furtherliberate and develop prolificacy in rural areas.The topic of this study is Research on Influencing Factors of Large-scale rice farmers’agricultural technology information channel selection——The case of Jiangxi Province,large-scale rice farmers are the investigative object of this study, grasping their agriculturaltechnology information channel selection through a survey and using binary logistic modelto research the influencing factors of their agricultural technology information channelselection, drawing the conclusions as follows:(1) Large-scale rice farmers’ agricultural technology information channel selection isdiversified. Large-scale rice farmers tend to choose agricultural workers, governmenttechnology promotional materials and TV to get agricultural technology information;technology activities in the countryside, cadres at all levels and newspaper are alsowelcomed; the large farmer-households, the demonstration households or technologyhotshots, professional associations or cooperatives, the Internet and corporate publicity andpromotion are playing a more and more important role.(2) Large-scale rice farmers’ agricultural technology information channel selectionappears differently under the combined effect of internal factors and external factors.“Theneeds of agricultural technology information, state of health, risk appetite” are key factorsto affect Large-scale rice farmers’ agricultural technology information channel selection;“the nature of farmers, the scale of arable land, terrain, the number of migrant workers offamilies” are important factors to affect Large-scale rice farmers’ agricultural technologyinformation channel selection;“age, level of education, income levels, agriculturalinfrastructure conditions” are secondary factors to affect Large-scale rice farmers’agricultural technology information channel selection.To optimize the communication channels of agricultural technology and enhance therelevance and effectiveness of the promotion of agricultural technology,according to theconclusions, this study put forward the following policy recommendations: integrating themass communication channel, paying attention to the interpersonal communication channel, surmounting the organizational communication channel, achieving complementaryadvantages between the media, enhancing the effect of agricultural technology informationdissemination.