Study on Farmers´ Information Technology Adoption Behavior Mode Based on Association Rules

Through adopting advanced information techniques, farmers can broaden their information acquisition channels, reduce acquisition cost, and make rational production and operation decisions of production, technology and market information. Based on 117 survey questionnaires from Jiangxi, Fujian and Anhui which have experienced the reform of collective forest right system, this paper specifically takes call centre, short message service (SMS) and network platform as technique examples, establishes farmers´ information technology adoption behavior mode, and then clarifies the impact of farmers´ endowments on information technology adoption by applying association rules. In a word, this paper will provide some theory and method support not only to improve farmers´ information technology adoption rate, but also to develop their production and operation ability.