Analysis On The Influencing Factors Of Information Technology Demands Of Modern Young Farmers

Vigorously developing agricultural and rural informatization is an urgent need for accelerating agricultural modernization and building a moderately prosperous society in all respects.Since 2012,China has issued eight Annual First Policy Document to emphasize the significance of cultivating new professional farmers.Meanwhile,The 13 th five-year plan clearly points out “We need to promote the construction of agricultural informatization,strengthen the integration of agriculture and information technology,and develop smart agriculture”.Under such background,new professional farmers,agricultural informatization and agricultural modernization has become social concern.Modern young farmers,as an important part of the new professional farmers,are new agricultural businesses.And their production,management and life have been changed by agricultural informatization.However,under the influence of factors such as education background,economic status,production and management methods,their cognitive ability and demand in information technology vary from person to person.Therefore,it is of great significance to explore the factors influencing the information technology needs of modern young farmers.The research was carried out from September to October,2018.A total of 305 questionnaires sent out,and 284 were returned to survey on modern young farmers' demand for different types of information technology.Based on the theories of Maslow's Hierarchy of Needs,Human Capital Management and Farmers' Behavior,the essay studied on the influencing factors of information technology demands of modern young farmers in Fujian Province after fully understanding the current situation of Agricultural Modernization and Informatization in Fujian Province.Through the construction of six types of information technology needs regression models,13 variables were selected in four aspects: personal basic characteristics,basic characteristics of the business body,ability to apply information technology equipment,andbasic information service conditions.Thereafter,the author use the methods of descriptive analysis and empirical analysis of Logistic Model to expound the factors affecting the information technology demands of modern young farmers.At last,three conclusions were drawn.Firstly,modern young farmers' demands for information technology in Fujian Province is urgent at present,and young farmers with different characteristics are in different needs of information technology.Secondly,they get access to information technology through Internet,television and lectures,and their information equipment ownership rate is high.Thirdly,age,staff numbers,computer proficiency and full-time information service personnel of Agricultural Technology Department are the four factors that have influence on the six regression models,thus,they are the main influencing factors of information technology demands of modern young farmers.which shows that these two variables are the decisive factors that affect modern young farmers' demands for information technology.In view of this conclusion,this paper puts forward the relative countermeasures including to provide the technical services meeting the actual needs of young farmer,to improve the quality of agricultural information service,to strengthen information literacy education,to guide the rational investment in information technology and to improve the rural land transfer mechanism.