Research On The Influencing Factors And Countermeasures Of Agricultural Internet Of Things Technology Diffusion Behavior Of Jiangxi Vegetable Growers

2021 is the first year of rural revitalization,and the development of agriculture and rural areas is the foundation of rural revitalization.To promote the modernization of agriculture and rural areas,we must take agricultural development as the primary task.Agricultural Internet of Things technology is an important direction of agricultural development at present and the key to realize agricultural and rural modernization.Therefore,it is necessary to speed up the popularization and diffusion of modern agricultural technology and enhance agricultural competitiveness.In view of this,this paper combines agricultural technology diffusion theory,agricultural technology induction theory and rational effect theory,based on 237 questionnaires of large vegetable growers in Jiangxi Province,adopts binary logistic as the theoretical model of this paper,and selects the individual characteristics,family management characteristics,regional characteristics,economic characteristics,technical characteristics and environmental characteristics of large vegetable growers in Jiangxi Province as dependent variables to study the influencing factors of Internet of Things technology diffusion behavior.Through empirical research,it is concluded that: risk attitude in individual characteristics;Vegetable planting area in family management characteristics;The distance between trading markets in regional characteristics;Information acquisition channels in economic characteristics and economic benefits after adoption;Operation and technical training of the Internet of Things system in technical features;In environmental characteristics,government support has a significant positive impact on the Internet of Things technology diffusion behavior of large vegetable growers in Jiangxi.According to the results of empirical research,the following countermeasures and suggestions are put forward: changing the concept and consciousness of farmers and cultivating new professional farmers;Strengthen the technical training of agricultural Internet of Things and establish an effective training mechanism;Strengthen brand building and improve vegetable quality;Establish new agricultural cooperatives and enhance the vitality of cooperatives;Expand information acquisition channels and transmit them in both directions;Increase policy support and improve service mechanism;Improve the economic benefits of agricultural Internet of Things and enhance the technical operability.