Abstract: Using the "Information-Motivation-Behavior Skills" (IMB) behavioral change model, this paper explores the influencing factors of farmers'willingness to adopt agricultural technology in poverty-stricken areas, and analyses the heterogeneity of influencing factors of farmers' willingness to adopt agricultural technology in different poverty levels, different business scales and different income structures. The main conclusions are as follows: The adoption motivation and agrotechnical skills have a significant impact on farmers'willingness to adopt agrotechnical technologies. The key factors affecting farmers' willingness to adopt agrotechnical technologies are non-agricultural income, expected income, agricultural labor force quantity, risk attitude, risk guarantee, scientific and technological training and operation scale. Different types of farmers have different factors affecting their willingness to adopt agricultural technology. Family management scale and scientific and technological training have more significant impact on poor households'willingness to adopt agricultural technology, and access to agricultural technology information and non-agricultural income have more significant impact on non-poor households' willingness to adopt agricultural technology; labor motivation and agricultural technology use skills have more significant impact on farmers'willingness to adopt agricultural technology with smaller scale of operation; agricultural technology understanding degree has more significant impact on farmers with agricultural income as the main factor. The household's willingness to adopt agricultural technology has a more significant impact, and the non-agricultural income and the village-based agricultural technicians have a more significant impact on the farmers'willingness to adopt agricultural technology mainly based on non-agricultural income.

Key words: small farmers, agricultural technology, willingness to adopt, heterogeneity