Study On Welfare Effect Of Rural-Urban Land Conversion For Landless Farmers Of Different Ages

The Eighteenth Session of the National People’s Congress require that we need to combine industrialization, urbanization, informationization, and agricultural modernization, to realize the synchronization of the "four modernizations" development, And agricultural mechanization is an important part of agricultural modernization realization. According to the survey, in recent years, agricultural machinery gradually take the50%of the workload of the agricultural labor to promote the development of modern agriculture, improve the efficiency of agricultural production has played a key role, agricultural machinery has become indispensable labor tools in the process of farming. With the development of the society, the farmers’quantity demand for agricultural machinery will be more and more. But now, in terms of Hubei province, the farmers’ holding quantity of agricultural machinery is not high, and there is a lot of room to improve for the level of agricultural mechanization. Farmers’intention to buy agricultural machinery directly affects the farmers’holding quantity of agricultural machinery, and then affects the level of agricultural mechanization. So researching the influence factors of farmers’purchasing intention of agricultural machinery in Hubei province has very strong guiding significance on studying farmers purchase behavior of agricultural machinery and improving the promotion of agricultural machinery.This study combines qualitative method with quantitative method based on the theory of planned behavior. First, through literature review, we make a summary about the influence factors of farmers’purchasing intention of agricultural machinery, and puts forward the research model; Secondly, based on the research model we design the questionnaires and do some field investigations, then verify the research hypothesis by using SPSS17.0software to analyze the statistical data; Finally, based on the empirical results, we get the conclusion of this study and give some relevant policy recommendations on improving the farmers’purchasing intention of agricultural machinery.By doing field investigations and the descriptive statistics of survey data, we get some findings:First, the farmers have higher recognition of agricultural mechanization production, that is to say they have a more positive attitude to purchasing agricultural machinery:Second, the farmer felt that the around farmers’buying degree is not high, so the buying pressure from groups around is not strong; Third, farmers’operation level of agricultural machinery is lower; Fourth, farmers’awareness of the price rationality of agricultural machinery and the perception of the process of purchasing agricultural machinery and after-sales service are not high; Fifth, the farmers’perception of benefiting from agricultural machinery subsidies is not high. Through the empirical study we found that the attitude of purchasing agricultural machinery, subjective normative perception, self-control perception and purchasing intention, family income and planting area are the main factors influencing the farmers’purchase of agricultural machinery.Based on the descriptive statistics and empirical research results, we give some policy advices for strengthening the policy guidance and comprehensive service of agricultural machinery market that given by government, improving the production quality and service quality of agricultural machinery market and agricultural machinery production enterprises, promoting product performance, improving sales and after-sales channels.