Analysis Of Farmers' New Cultivar Adoption Behavior Mechanism In The East Of Fujian

The development of the Chinese three-dimensional rural issues has turn into the new normal,the promotion mechanism and market demand are not suitable,and Fujian agricultural resources is short,so it must rely on agricultural science and technology to raise the utilization ratio of cultivated land.The east of Fujian is given priority to with farming and economic forest that have shorter production cycle,faster species changing,superior geographical location,more developed social economic and better policy environment and it has a greater demand for promotion and application of new varieties.However,wheather agricultural science and technology can get promotion and application or not is depended on the change of farmer's situated cognition and adoption behavior.According to the situations theory of publics,the principle of agricultural innovation diffusion and adoption and the principle of farmers' behavior change,this study design the research based on the summary the present situation of this research both at home and abroad,then build a conceptual model that contains three aspects,such as the influencing factors of farmers' situation cognitive,farmers' situation cognitive variables and farmers'new cultivar adoption variables,and finally establishes 66 measurement indexes through the questionnaire design and pre-test.Hereby,form the formal questionnaire to investigate and analyze the mechanism of farmers' new cultivar adoption behavior in eastern Fujian.Later,use principal component analysis to Exploratory Factor Analysis(EFA)and test the reliability and validity of measurement indexes.After purifies indexes and modifies models,this study proposes hypotheses and test them by analysis of variance and structural equation modeling(SEM).Finally,on the basis of the results discussed,this study puts forward some countermeasures and suggestions to promote the change of farmers' new cultivar adoption behavior in eastern Fujian.The main contents include:1.The introductory of the analysis of farmers' new cultivar adoption behavior mechanism in eastern Fujian.2.The research design of the farmers' new cultivar adoption behavior mechanism,which ues the theoretical analysis tools to build conceptual model,define variables and form index system.3.The questionnaire survey and the descriptive statistical analysis of the farmers'new cultivar adoption behavior mechanism.4.The analysis of farmers' new cultivar adoption behavior mechanism that is based on SEM.On one hand,make analysis of variance between farmers' internal factors,farmers' situation cognitive variables and farmers'new cultivar adoption variables.On the other hand,use the results of target purifization as observational variable,and use the influencing factors of farmers' situation cognitive,farmers' situation cognitive variables and farmers' new cultivar adoption variables as latent variable to build SEM.Then test the hypotheses.5.Discuss the results of the research,and puts forward some countermeasures and suggestions to promote the change of farmers' new cultivar adoption behavior in eastern Fujian.The conclusions are summarized as follow:First,the influencing factors of farmers' situation cognitive consist of 7 aspects,such as agricultural information,agricultural science and technology extension institution,agriculture policy,infrastructure,technology acquisition,operating cost and market environment.Farmers' situation cognitive variables consist of 2 aspects,such as positive cognition and negative cognition.Farmers,new cultivar adoption variables also consist of 2 aspects,such as adoption behavior and diffusion behavior.Second,the results of EFA shows that farmers' health,cultivated land and segment types have significant differences to positive cognition.Farmers' health and segment types also have significant differences to negative cognition.The proportion of family agricultural labor and segment types have significant differences to adoption behavior.Farmers' education level and health have significant differences to diffusion behavior.However,farmers' Gender,age,proportion of agricultural income and time of farming have no significant differences to farmers' situation cognitive variables and new cultivar adoption variables.Third,the results of SEM shows that on one hand agricultural information,agricultural science and technology extension institution and technology acquisition have positive significant effections to positive cognition.Operating cost has a negative significant effection to positive cognition.Positive cognition has a positive significant effection to adoption behavior and diffusion behavior.Negative cognition has a negative significant effection to diffusion behavior.Diffusion behavior has a positive significant effection to adoption behavior.However,agriculture policy and market environment have no significant effection to farmers' situation cognitive variables and new cultivar adoption variables.On the other hand,the influencing factors of farmers' situation cognitive not only have direct impact on farmers'new cultivar adoption variables,but also has indirect effect to it through farmers' situation cognitive variables.Thereinto,farmers' situation cognitive variables plays a partial mediation effect on the agricultural information factor and agricultural science and technology extension institution factor,and plays a complete mediation effect on operating cost.Finally,it should promote the change of farmers' new cultivar adoption behavior in eastern Fujian from 5 aspects as follow:unite powers in many ways and widen the channels of the agricultural information spread.Readjust agricultural science and technology extension institutions,and give them full play as a main force.Improve agricultural production infrastructure and develop the comprehensive rural agriculture support service system.Play governments' public management function,strengthen market mechanism.Improve the quality of the farmers and attract high-quality talents backflow.