The Research On The Influence Factors Of Channels For The New Professional Farmers To Accept Agricultural Information

In the background of farmer differentiation, whether self-sufficient type small farmers, or large growers, or multiple occupations type farmers, their demand for agricultural technology is different. According to the "diffusion of innovation theory" as the research framework, the research is adopting the method such as fieldwork, questionnaire research, in-depth interviews and so on, the article has carried on the research to the new professional farmers in Hubei province, a systematic understanding of the farmers accept the status quo of agricultural technology spread and propagation channel. After thorough analysis, we will see the change of agricultural technology extension when social media rise, then the research will analyze the factors which would lead to the peasant household are willing to contact with new channel(social media) to learn the agricultural technique, thus to optimize the mode of the spread of agricultural extension, to solving agro-technique extension problem of "The Last One Kilometer".This article selects the professional farmers of Yidu and Xiantao as the research object, the research has distributed 365 questionnaires, recycled 352 effective questionnaires, the effective recovery rate is reaching 96.43%. Interview survey found that the seriously aging trend of agricultural technician and gradually aging mode of agricultural technology extension, but the good new is that many local department has begun to try to use the new media to assist agricultural extension. The results of the analysis found that the new type of professional farmers’ demand is still strong at the present stage, the farmers will self-study agricultural extension in a fragmented way; Although TV is still the most frequent media that farmers receive channels of agricultural technology, but the persuading power of the interpersonal communication effects on farmers’ cognition and adoption of new technology is stronger. besides, most of the farmers have tended to start use social media to learn agricultural extension.Eventually, according to data analysis can predict, the higher cultural quality, the higher the greater the scale, the higher the income level and the more fields of farmers would tend to contact with the new technology to study agricultural extension. The factors that observably influence new professional farmers use social media and use it to learn agricultural technique are mainly include understanding "agricultural technology’s comprehension degree", "Additional frequency of internet looking for agricultural extension", "whether interpersonal circle accept social media" and "whether social media and interpersonal circle spread agricultural information is reliable"and other factors.etc.