Analysis of Factors Influencing the Adoption Behavior of Agricultural Productive Services Based on Logistic—ISM Model: A Case Study of Rice Farmers in Jiangxi Province, China

Agricultural productive services can increase grain output and farmers’ incomes, promote agricultural production efficiency and break the constraints of agricultural environmental resources. In practice, China’s agricultural productive services are developing, and the use of agricultural machinery in rice planting is not sufficient. The employment rate of machinery in farming and harvesting is high, but the employment rate of machinery in seedling raising, planting, fertilization, and pesticide spraying is very low. This paper takes rice farmers in Jiangxi Province of China as the research object, uses 647 survey data of farmers in nine counties of Jiangxi Province, constructs a logistic-ISM model, first identifies the influencing factors of rice farmers’ adoption of agricultural productive services, and then analyzes the hierarchical structure of each influencing factor. The results indicate that: (1) among the seven significant influencing factors of rice farmers’ adoption of agricultural productive services, agricultural income rate and rice planting area are the deep-rooted factors; (2) the social identity of the household head, the risk preference of the household head and the understanding degree of the social service subsidy of agricultural machinery are intermediate level factors; and (3) the age of the household head and the number of agricultural laborers in the family are the direct factors. Based on the significance analysis of the influencing factors of rice farmers’ adoption of agricultural productive services, this paper puts forward policy suggestions to strengthen policy publicity, enhance the level of farmer policy cognition; encourage the transfer of labor force and reasonable allocation of family agricultural labor force; encourage land transfer and expand the scale operation of rice; we should guide farmers reasonably and give full play to their professional advantages.