Willingness of the Farmers' Participation in the New grain supply chains -based on the Technical Acceptance model

Abstract

Abstract.A new grain supply chains acceptance model is put forward. Based on the data of 378 rural households in Jiangsu Province, the empirical study shows that the intention of farmers' participation comply with the law of behavior psychology，which is affected positively by perceived usefulness and ease; getting higher income, higher product quality and more Efficient sales channel could improve the perceived usefulness for farmers. Otherwise, farmers demand more details for new grain supply chain, which has positive affect to perceived ease.