Study On Social Media Contact And Use Behavior Of Grass-roots Agricultural Technicians

This paper investigates and analyzes the status quo and influencing factors of grass-roots agricultural technicians' agro-technical communication capabilities.Through the statistical description of the 261 agricultural technicians in three representative agricultural counties and cities in Hubei Province,Wuxue City in the plain area,Tongcheng County in the hilly region,and Baokang County in the mountain area.By statistical descriptions,the status quo of the grass-roots agricultural technicians,the use of the mass media and social media are analyzed.Overall,the agricultural technology technicians is aging.Then,this study uses a multiple linear regression equation model and an ordered multi-category logistic regression model to individually determine the use life of social media,the number of online contacts,the time spent on social media,the purpose of social media use,and the perception of social media effects.These factors were analyzed.The study found that:"Age variable" has a significant impact on the social media contacts of agricultural technicians(specifically the use life of social media);"Social capital ownership" has significant effects on agricultural technicians' social media contacts(specifically,the number of social media contacts).)The three variables,such as"family demographic variables","watching TV daily average time",and "evaluation of mobile Internet access",have a significant impact on the time of social media use of agricultural technicians;"the possession of electronic information equipment" and "the evaluation of mobile Internet access" have a significant impact on the purpose of social media use by agricultural technicians(searching for information);"age variables","variables in population at home","occupation of electronic information equipment","Evaluation of mobile Internet access satisfaction" has a significant impact on the purpose of social media use by agricultural technicians(for information sharing);"time for agricultural technology work","magazine-reading frequency","electronic information equipment occupation","the evaluation of mobile Internet access satisfaction" have a significant impact on the awareness of agricultural technicians about social media effects.Finally,this paper suggests that in the training of agricultural technicians,it is necessary to increase the training in social media skills,improve training methods,and scientifically set up training content.Only in this way can social media be a powerful weapons for agricultural technicians to promote agricultural technology.Thereby,the efficiency and effectiveness of agricultural technology promotion can be improved.