DOI: 10.14704/nq.2018.16.6.1670

Influences of Value Perception on Farmers’ Technology Adoption Tendency and Conditional Response-Based on the Micro Data of 338 Farmers

Zhengsong Yu, Xiaojian Li, Erling Li, Yeqing Cheng, Junhui Mo


From the “perception-action” perspective, based on the microscopic survey data from 338 farmer households, this paper measures the influences of farmers’ value perception on their tendency to adopt technologies using a combination of methods including the confirmatory factor analysis and multi-group structural equation model and further studies the response of each influence path on variables like the characteristics of the individual decision maker, topographic conditions, radiation circle, and whether the farmer has joined any agricultural organization. The results show that: (1) anticipated benefit and comprehensive value perception have significant positive influences on farmers’ tendency to adopt technologies; and cost and benefit risk perception have negative inhibitory effects on their adoption tendency; (2) The individual characteristics of the farmer household decision makers have a significant role in adjusting the perception of comprehensive technological value and its influence on the adoption tendency; (3) the influences that farmers’ knowledge of technology costs and benefits and their perception of health risks have on their adoption tendency show significant geographical responses; and (4) whether the farmers are members of agricultural organizations (leading enterprises) leads to large differences in the influences that farmers’ value perception has on their technology adoption tendency.


Technology Perception, Adoption Tendency, Conditional Response, Farmers, Structural Equation Model

Full Text:



Awotide B, Karimov A, Diagne A. Agricultural technology adoption, commercialization and smallholder ricefarmers’ welfare in rural Nigeria. Agricultural and Food Economics 2016; 4(1): 1-24.

Binam J, Place F, Djalal A, Kalinganire A. Effects of local institutions on the adoption of agroforestry innovations: evidence of farmer managed natural regeneration and its implications for rural livelihoods in the Sahel. Agricultural and Food Economics 2017; 5(1): 1-28.

Bandewar S, Wambugu F, Richardson E, Lavery J. The role of community engagement in the adoption of new agricultural biotechnologies by farmers: the case of the Africa harvest tissue-culture banana in Kenya. BMC Biotechnology 2017; 17: 1-11.

Deng ZH, Yang XR, Zhang JB. Empirical study on farmers' perception of ecological and environmental impacts of high yield agricultural technology diffusion. China's Population Resources and Environment 2012; 22(7): 138-44.

Jin LS, Wei TY, Hu ZT. Herdsmen's perception and adaptation to climate change. Journal of Natural Resources 2014; 29(2): 211-21.

Long DP, Li TS, Rui Y. Behavior response of characteristic farmers to different modes of technology supply. Economic Geography 2015; 35(5): 135-42.

Lu WC, Yu A. Farmers' willingness to adopt Water-saving Irrigation Technology and its influencing factors in Zhejiang Province. China Science and Technology Forum 2011; 27(11): 136-42.

Man MJ, Zhou ML, Li TS. Analysis on the difference of Farmers' behavior with different attributes. Chinese Rural Economy 2010; 26(2): 68-78.

Ma R, Zhou W, Huang BH. Study on the value perception of non-agricultural conversion of rural land in the combination of urban and rural areas. Resources Science 2016; 38 (12): 2392-2403.

Simtowe H, Mikalitsa S, Wambua B. Climate change adaptive capacity and smallholder farming in Trans-Mara East sub-County, Kenya. Geoenvironmental Disasters 2018; 5 (1): 5.

Simtowe F, Asfaw S, Abate T. Determinants of agricultural technology adoption under partial population awareness: the case of pigeonpea in Malawi. Agricultural and Food Economics 2016; 4(1): 1-28.

Tian L, Yao P, Wang HB. Research on the association between government behavior, risk perception and catastrophe insurance demand. China Soft Science 2015; (9): 70-81.

Yu ZS, Li TS, Li XB. Spatial differentiation of agricultural technology diffusion environment in northwest china-taking the county of shaanxi, gansu and ningxia as an example. Advances in Geography Science 2013; 32(4): 618-26.

Ye MH, Wang RM, Wu P. Risk Cognition, insurance consciousness and farmers' risk-bearing ability. China Rural Survey 2014; 35(6): 37-48.

Zhu YJ, Zhou DY, You LZ. Resource Endowment of African Farmers and the impact of Inherent perception on Technology Adoption. Resources Science 2015; 37(8): 1629-38.

Zhao XK, Zhou B. Analysis of influencing factors on New Agricultural Technology Cognition of large Rice households-A Survey of 1077 Farmers in Jiangxi Province. China Rural Survey 2012; 33(4): 29-36.

Zong GF, Zhou WJ. Study on the influence of agricultural insurance on farmers' production behavior. Insurance Research 2014; 35(4): 23-30.

Zhu XH, Cai J. The influence of perceived value and feasible ability on Farmers’ willingness to withdraw from Homestead. China Land Science 2016; 30(9): 64-72.

Zhang CQ, Min QW, Tian M. Analysis of farmers' perception of the protection and development of agricultural cultural heritage. Journal of Nanjing Agricultural University 2017; 17(1): 128-35.

Supporting Agencies

| NeuroScience + QuantumPhysics> NeuroQuantology :: Copyright 2001-2019