| Based on 150 sets of field survey data from the fixedly observed litchi growers in Guangdong, Guangxi
and Hainan, the behaviors of litchi growers in agricultural information channel acquisition and the influencing factors
were studied, from four aspects including individual characteristics of farmers, family characteristics, psychological
cognition and policy environment, by using the binary Logit model. The result showed that the three main agricultural
information channels of litchi growers in China were fruit bureaus, recommendation by relatives and friends and
agricultural bureaus, and that the three least used channels were mobile phones, paternal families and agricultural
sellers. Age of litchi growers, planting area, planting years, willingness to try e-commerce, degree of adoption of new
technologies and number of technical guidance had a positive and significant impact on their agricultural information
acquisition behaviors. Attempts at e-commerce business and willingness to cooperate with wholesalers/retailers had a
negative and significant impact on their agricultural information acquisition behaviors. Accordingly, it is recommended
to improve the cultural quality of litchi growers, determine their operation scale, enhance their psychological cognition
and improve the policy environment of them. |
