Research On The Influencing Factors Of The Digital Technology Adoption Behaviour Of New Agricultural Business Entities In Old Revolutionary Areas

With the diversification of the agricultural business system,new agricultural business entities are gradually increasing,providing strong support for the agricultural economy."Fourteenth Five-Year Plan" is a new journey for China to open the secondcentury goal,and China has entered a period of rapid development,with a new round of scientific and technological revolution and industrial transformation emerging,China will develop digital agriculture as an important initiative to promote the modernization of agriculture,and the " The 14 th Five-Year Plan also emphasizesthe need to vigorously enhance the level of ddigitalization in agriculture.However,the overall digital penetration rate of agriculture in China is low,and the old revolutionary regions,as the shortcomings of China’s coordinated development,are not sufficiently innovative and have a low level of agricultural digital application,while the digital transformation of new agricultural operators is still in its initial stage and developing slowly.How to seize the opportunity of developing the digital economy,bridge the "digital divide" and realize the digital transformation of agriculture in the old revolutionary regions is a key issue that needs to be addressed to comprehensively promote the high-quality development of agriculture in China.In this thesis,a combination of qualitative and quantitative methods was used to study the factors influencing the digital technology adoption behaviour of new agricultural business entities in old revolutionary areas and to analyse the mechanisms of the influencing factors,specifically by doing the following:First of all,it compares the relevant literature at home and abroad and analyses the current situation of digital technology adoption by new agricultural business entities.Then,based on the theory of new agricultural business entities,theory of planned behavior,TAM model,and TOE framework,we use in-depth interviews and grounded theory to sort out and screen the digital technology adoption behavior of new agricultural business entities in old revolutionary areas,establish the theoretical framework of this thesis and put forward research hypotheses.And then,790 valid questionnaires were collected to validate the theoretical model using one-way ANOVA,correlation analysis,and structural equation modeling.The results of the empirical analysis showed that,firstly,the effects of age,literacy,and land fragmentation on the digital technology adoption behaviour of new agricultural business entities were not significant,but showed significant differences in terms of different types of business organizations,the scale of production and operation and land quality.Secondly,the attitudes,technology cognitive characteristics,and external environmental characteristics of new agricultural business entities all have significant effects on their digital technology adoption behaviour,with technology adoption costs,technology adoption risks,and market environment being the primary considerations for their digital technology adoption.Thirdly,the willingness to adopt digital technology mediates the relationship between the attitudes,technology cognitive characteristics,external environmental characteristics,and digital technology adoption behaviour of business entities.Finally,the thesis concludes with four policy implications for improving the level of digital technology adoption by new agricultural entities in old revolutionary areas based on the above findings.To promote the digital transformation of new agricultural business entities in China’s old revolutionary regions,it is necessary to accelerate the research and development of agricultural digital technologies,strengthen the promotion of agricultural digital technologies,improve the digital capabilities of new agricultural business entities and implement supportive policies to guarantee digital agriculture.