The Behavior Intention Analysis Of Farmers’ Participation In The Standardized Agricultural Products Logistics Operation System

The development of agriculture in China has taken increasing significant position in the path of global agricultural development. As with the development of China’s Agriculture as well as the harvest of agricultural products recently, countries, lacking of farming, are importing agricultural products like grain, edible oil, vegetables, fruit and meat from China. Among those exported agricultural products, it contains oily liquid and vegetables and fruits which has strict requirement on transportation time and its condition. In domestic, counties produce the local products and sell it to others place, which will bring great loss during the transportation course. As it estimated, the loss of vegetables can be as much as 30% annually, and leads to the logistic cost increase sharply. This brought enormous damage to farmers and logistic companies and harm consumers eventually. With China’s agricultural products trade goes up, consumers pay much more attention on the quality of its logistic. Therefore, the government should attach great importance on its logistic development, level and quality besides agricultural output meanwhile, which is the common aspiration of our country with the international agricultural products logistics development.This paper focus on the promotion of the implementation of the standardization of agricultural products logistics operation system of farmers household behavior, after all, the farmers are the key point of the output. In addition to the professional assistance provided by technology and technical experts, the farmers play an indispensible role in farming which brings annual harvest. Before adoption new technology, we need to observe farmers willing.We use planned behavior theory, the psychological theory, to do farmers’willing investigation. Base on the theory, we then communicate with farmers through Agricultural professional cooperatives and make questionnaires among them and collect the data. Finally, we adopt SPSS19.0 the factor analysis of principal component analysis (PAC) to do the data process, and use the structural equation model SmartPLS2.0 for hypothesis test in the model, eliminating the assuming that the unreasonable factors, finding out the specific reason affecting farmers to participate in the implementation of the standardization of agricultural products logistics operation system, so that we can find the solution which aims at promoting standardization of agricultural products logistics operation system, upgrading the level of agricultural products logistics development, and improving the efficiency of agricultural products logistics development.