Study On The Factors Affecting Farmers' Purchase Intention In Hilly Areas Of Middle And Lower Reaches Of Yangtze River

Agricultural mechanization is the material base for realizing the modernization of agriculture.One of the important indicators to m easure the level of agricultural mechanization is the quantity of agricultural machinery,and the amount of agricultural machinery depends on the willingness of farmers to purchase agricultural machinery.However,due to the large population and limited land,small scale of famers operation,backward infrastructure construc tion and other reasons,result in less suitable for agricultural machinery,Low utilization rate of agricultural machinery,Poor operation result of agricultural machinery.So,in hilly a reas of the middle and lo wer reaches of the Yangtze River,farmers' willingness to purchase agricultural machinery is not high.Farmers are a special group,on the one hand hope that through the use of agricultural machinery to improve labor efficiency and increase revenue;the other hand,because of their lack of funds,long return on investment income and other reasons,for the purchase of agricultural hesitation;Under these two factors,it is difficult for farmers to convert purchase intention into buying behavior.Therefore,only to understand the influencing factors of farmers to buy agricultural machinery and the impact of factors on the purchase of the role of the mechanism,can we raise farmers' willingness to purchase the agricultural machinery,convert the purchase intention into the purchase behavior,increase the amount of agricultural machinery,and truly realize the fullMechanized.This paper focuses on the willingness of farmers to pur chase agricultural machinery in hilly areas,and finds that farm ers' willingness to purch ase agricultural machinery in the middle and lower reaches of the Yangtze River is not high.Therefore,with the help of the theory of planned be havior and the influencing factors of the existing farmers 'willingness to purchase agricultural machinery,analyse the influencing factors of farm ers' willingness to purchase agricultural machinery in the m iddle and lower reaches of the Yangtze River;on this basis,the theoretical model of this study is established,and then the bi nary logistic regression m ethod is used to verify the correctness of the model.Finally,the results show that: the education level,the area o f cultivated land,th e cognition of agricultural m achinery policy,and the agricu ltural machinery operating environment are the important factors influencing the willingness of farmers to purchase agricultural machinery.