An empirical study on farmers´ consumer intention for agriculture machinery operations demand in Shanxi province

With questionnaire survey, the paper analyze the farmers´ consumer intention of agriculture machinery operation, provide objective recommendations for farmers´ consume behavior, scientific management inspiration for agricultural machinery owners and provide scientific guidance for government departments from the perspective of consumer psychology. On the basis of the Theory of Planned Behavior (TPB), the paper put designs a model to analyze the farmers´ consumer intention of agriculture machinery operation, through the investigated data in Shanxi Province, by adopting Logistic regression to authenticate the model. The empirical results show the key factors which influence farmers´ consumer intention of agriculture machinery operation is family income, arable land area, largest land area, cognitive component, convenience etc and different factors have different effects, while the other factors have weak influence.