Empirical Study On The Factors Influencing The Preference Of Mango Growers In Hainan

At present,China's agriculture is in an important stage from traditional agriculture to modern agriculture.The improvement of agricultural development has changed from quantity type to quality,quantity and heavy duty.The improvement of agricultural productivity is also dependent on the improvement of agricultural science and technology contribution rate and the transformation ability of agricultural technology achievements.As the main body of technology selection,mango growers play a decisive role in the adoption and diffusion of new technical achievements.Therefore,studying the preferences and influencing factors of farmers' technology preferences helps to improve the technology service mode and speed up the industrialization process of agricultural science and technology achievements,which is of great significance for increasing farmers' income and stabilizing the sustainable development of agriculture.Although mango is one of the most famous tropical fruits in the world,the mango planting area in Hainan province has been saturated(700 thousand mu)in recent years,but it is facing many problems such as lack of technology demand,low efficiency of technology popularization,low market and natural risk and low yield per unit area.This paper is based on the farmers' behavior motivation theory and induced innovation theory,a questionnaire survey in Hainan Province,Changjiang,Dongfang,Ledong,Lingshui,Sanya and other 5 cities and counties in mango farmers,analyzes the mango farmers in technology selection preferences,and the model for empirical analysis of the factors affecting the structure equation.Through the study,the domestic and foreign literature and summarized,based on the construction of farmers' choice based on the model of 5 counties of Hainan province producing mango random sampling questionnaire survey,using structural equation model and the influence on the preference of mango growers for research,mainly used to test reliability,validation the validity,rationality of acquisition results of the questionnaire set two aspects of effectiveness,to avoid multicollinearity,finally using T test to explore the farmers' individual characteristics,factor endowment and subjective cognitive selection correlation and impact of partial good technology.The results showed that the age,education level,planting area,mango income in total household income proportion,cognition,risk attitude,policy environment has significant positive effects on the choice of new technology;planting has a negative effect for the selection of new technology;planting technology,risk attitude,policy environment and perceived social norms the Mango farmers choose new technology have a significant positive effect.Finally,in view of these significant factors,from the perspective of extension system,growers' demand,promotion mode,policy environment and technology cognition level,the corresponding technology extension strategies are put forward from five angles,in order to achieve mango specific technology,adjust measures to local conditions,and go to the fields to households.