The Influencing Factors Of Farmers To New Varieties Of Supply And Demand Matching Condition Evaluation

In the current market of crop seeds, the speed of updating the new seed doesn’t match farmers’ demand to it, and this situation brings bad effect to both the supplier and the demander. In reality, what kind of situations reflect this mismatch? What is farmers’ perception of new varieties of supply and demand matching condition? what is the factors that affect farmers awareness of new varieties of supply and demand matching situation?Based on the matching of supply and demand theory, this paper combines with new agricultural technology diffusion theory, and builds up research framework of peasants’ perception of new varieties of supply and demand matching situation and its influencing factors. Based on research of seven cities in three provinces of Hubei, Shandong and Anhui, the paper analysis farmers’ perception to the matching of new varieties of supply and demand status and influencing factors. The paper draws the following conclusions:1. The vast majority of farmers think that the current new varieties of seeds in market supply fully satisfy even beyond their demands for new varieties. Among them, 48.5% of respondents believe that the supply and demand of new varieties in the current market is a high level of supply and demand balance; 35.0% of respondents think that new varieties of supply and demand is in a glut on the market situation, namely enterprise introduces new varieties too fast. Relative to the original varieties, these new varieties can’t better meet the needs of farmers.2. seed technology features cognitive have significant influence on farmers’ awareness of matching between supply and demand and their willingness of using new seed. The farmers with higher cognition of seed technology characteristic have stronger intentions to adopt new crop, and think the new varieties in the market now is in the high level of supply and demand balance matching condition; on the other hand, farmers with low cognitive of seed properties,don’t have strong willingness to adopt new varieties, also think the new varieties companies introduced is far beyond their needs and is a glut.3. new varieties, USES the will and the psychological endowment characteristics significantly affect farmers’ perception of matching between supply and demand situation awareness. Farmers with strong willingness to adopt new varieties, think new varieties in the market now is in the high level of supply and demand balance matching conditions; On the other hand, farmers with weaker willingness of adopting think new varieties enterprise introduced are beyond their needs. Farmers whose appetite for risk is high, who have psychology of searching new things and whose ability of cognitive study is strong think new varieties in the market now is the high level of supply and demand balance matching conditions; on the other hand, farmers whose appetite for risk is low, who don’t have psychology of searching new things and whose ability of cognitive study is weak, argue that new varieties corporate introduced are beyond their needs.4. Farmers’ willingness to adopt new seed has mediation effect between cognition of features in seed technology and awareness of matching supply and demand situation of new seed. Namely: the stronger cognition of seed technical characteristic the farmers have, the more willingness to adopt new varieties, and they argue that new varieties of seeds market now is in the situation of high level matching supply and demand balance.5. farmers psychological endowment characteristic has positive moderating effects between seed technology features and willingness of using new seeds. Namely: the stronger the farmers learning cognition, the more positive relationship between cognition of seed technology features and new use intention.