Farmers’ Adoption Of Technology And Its Impact On Knowledge: Under The Enterprise’s Information Service Model

Improper application of chemical fertilizers has caused a series of ecological resource problems,which seriously restricted the sustainability of agricultural production.There is also the phenomenon of improper application of chemical fertilizers in wheat production.Exploring an effective way to enhance farmers’ knowledge of rational fertilization is of great significance for achieving green agricultural development.With the development of information communication technologies(ICTs),agricultural production information services have emerged,providing more possibilities for improving farmers’ fertilization knowledge.Among them,the technical information provided by various government-led agricultural production information services is for all farmers and is not highly targeted.In order to achieve reasonable fertilization in wheat production,it is necessary to provide accurate and real-time fertilization information guidance according to the actual situation of farmers’ individual plots.At the same time,some agricultural enterprises have also participated in agricultural production information services,which can provide fertilization technology information services that more closely match the actual production conditions of farmers.So under this enterprise information service model,how do farmers adopt rational fertilization technology? At the same time,can the adoption of this type of fertilization technology further enhance farmers’ fertilization knowledge? The above issues still need further verification.Based on the farmer behavior theory,agricultural technology diffusion theory and information dissemination theory,this paper designs the research content of this paper under the research objectives of the "National Key R & D Program" Research on the Construction of Information Technology Service System for Chemical Fertilizer Reduction Application and Efficiency Improvement ".Based on the technology provided by enterprises to accurately guide farmers ’fertilization behaviors and the survey data of farmers in the winter wheat growing season in Shandong from 2017 to 2016,this dissertation explores the adoption of technology by farmers and the subsequent changes in farmers’ knowledge about fertilization.Based on the survey data,firstly,the adoption of technology information provided by farmers to enterprises is analyzed.Logistic model was used to analyze the factors influencing farmer’s technology adoption.Then the impact of farmer’s technology adoption on farmer’s technical knowledge was analyzed,and the fixed effect model was used to explore the degree and direction of the impact.Finally,according to the conclusion,suggestions were proposed to improve the rate of farmer technology adoption and increase Farmer knowledge,improve agricultural information services,and improve the implementation of agricultural information services.The conclusions of the study are:(1)In the enterprise’s SMS-based agricultural production technology service,the information transmission rate is close to 94%,and the information is highly applicable.When enterprises choose farmers to implement information services,they prefer large-scaled farmers.(2)The farmer’s technology adoption rate is 54%.The main reason for restricting the adoption of farmers’ technology is that farmers are not concerned about information.The factors that have significant positive influence on the adoption of farmers include the level of technical cognition of farmers,the number of communications in production technology and the use of smartphone.The negative factors are household assets and the size of the planting area.(3)The overall knowledge score of farmers in the two years has improved,but the degree is not obvious.Although the adoption of technical information by enterprises by farmers has a certain helping effect on improving the knowledge scores of farmers,the current impact is not significant.It is necessary to further increase the technology adoption rate of farmers to deepen the impact of such information services on the knowledge of farmers.Based on the above research conclusions,this essay puts forward the following suggestions:(1)Enterprises can enrich the content of services and improve service models,thereby increasing the adoption rate of farmers,improving farmers’ knowledge of fertilization,and promoting the effective implementation of information services.(2)The government can strengthen the joint action with enterprises,encourage the development of sustainable agricultural information services,improve agricultural information services,and promote the moderate scale operation of agriculture,etc.,so as to enhance farmers’ knowledge of fertilization,enhance the effectiveness of government-led agricultural information services,and promote the development of agricultural information services.