Study On The Influence Of Technology Diffusion Channel On The Adoption Of Green Control Techniques By Tea Farmers

At present,in order to pursue greater economic benefits in the process of tea planting,tea farmers and other producers lead to the reckless and excessive use of pollutants such as chemical pesticides,which has caused serious pollution to the soil,water source and ecological environment,which not only affects the ecological environment,but also closely related to the operation safety of tea farmers,the quality safety of tea trees and the use safety of consumers.Therefore,in order to effectively overcome these problems,the state vigorously promotes the research and development project of green pest control technology for tea production.Although some achievements have been made in research and development,the current green control techniques is only in the innovation stage,and its use is still dominated by pilot demonstration.There is still a long way to go from large-scale implementation and application.Therefore,how to transform innovative achievements into practical applications has become a key problem to be solved.As an important bridge between technology and tea farmers,technology diffusion channel plays an important role in the process of tea farmers adopting green control techniques.With the development of Internet and informatization,technology diffusion channels are also updating with the times.We need to examine the role of technology diffusion channels in promoting technology adoption from a new perspective.To sum up,technology diffusion channel has become an indispensable part of tea farmers’ adoption of green control techniques.This paper studies the mechanism of technology diffusion channel on tea farmers’ adoption of technology from the perspective of technology diffusion channel.This paper combs the relevant literature,based on the research of previous experts and scholars,takes the innovation diffusion theory and farmers’ behavior theory as the theoretical basis,takes the tea farmers in the main tea producing areas of Quanzhou City,Fujian Province as the research object,visits the tea farmers in the main tea producing areas of Quanzhou City to collect data through questionnaire survey,and then constructs a structural equation model to analyze the collected data,It also tests the mediating effect of technology cognition on tea farmers’ technology adoption in the technology diffusion channel,and finally constructs a multi group model to analyze the differences of research hypotheses of eight variables involving individuals and families.Through the above research,the following conclusions are drawn:(1)Interpersonal communication,organizational communication,mass communication and technology cognition have a significant impact on the adoption of green control techniques by tea farmers;(2)Interpersonal communication and organizational communication have a significant impact on tea farmers’ green control techniques cognition,while mass communication has no significant impact on tea farmers’ green control techniques cognition;(3)Technology cognition plays a complete intermediary role in the influence of interpersonal communication and organizational communication on the adoption of green control techniques by tea farmers,but the intermediary effect of technology cognition on the adoption of green control techniques by tea farmers in mass communication is not significant;(4)Most of the variables of tea farmers’ personal characteristics and family characteristics have significant differences in different assumptions.They are divided into 16 different groups according to the gender,age,educational level,tea planting time,number of family tea production workers,whether they are part-time workers,tea planting area and the proportion of tea planting income in the total family income,Except that the time of tea planting and the proportion of tea planting income to total household income are not significant in the impact of organizational communication on technology cognition,and the number of family tea production workers is not significant in the impact of organizational communication on adoption behavior,there are significant differences in other paths;Different groups are not significant in the impact path of mass communication on technology cognition,which is consistent with the results of model hypothesis test.Combined with the above research conclusions,this paper puts forward the following five suggestions:(1)Establish a harmonious rural social network and encourage farmers to exchange and learn;(2)Improve the rural cooperative organization system and give play to the role of publicity and guidance;(3)Improve the level of technological development and deepen the reform of promotion system;(4)Pay attention to improving the construction of digital countryside and innovating the mode of information dissemination;(5)Strengthen the classified management of farmers and formulate promotion strategies by groups.