Mechanism model of farmers爷behaviors on adopting sci-tech achievements in agriculture based on TPB and SN

Nowadays, the adoption rate of sci-tech achievements in agriculture by Chinese farmers is low, and it restricts the transformation and promotion of the agricultural sci-tech achievements, so it is of importance to advance the farmers to adopt agricultural sci-tech achievements. Based on the TPB and SN, a new thought to research agricultural scitech achievements’adoption behaviors is put forward. Furthermore, some hypotheses about the influences from attitude, subjective norm and perceived behavior control to agricultural sci-tech achievements adoption will are advanced based on TPB, and other hypotheses about mediating effects from network density, network centrality and path length of key roles to generation of agricultural sci-tech achievements adoption will and its‘transformation process into action are studied. Finally, a theoretical framework model of generation mechanism of farmers’behaviors of adopting agricultural sci-tech achievements is constructed.