Abstract:On the basis of combing the research results in related fields, taking rice farmers in Fujian province as the survey object, this paper obtains the relevant data by random sampling survey to explore the main factors that affect the technology adoption behavior of rice farmers in southeast China under the new situation. Building models, based on the single factor analysis and multi-factor analysis, the paper calculates the land type, the main motivation of rice planting, the rice trait preference, the renewal frequency of the surrounding rice and the influence degree of the agricultural extension personnel are the significant influencing factors for the adoption of the new rice variety technology in the southeast region. By further study, the paper finds out that there is a gap in the demand for the renewal of varieties, the variety renewal behavior of rice farmers is still greatly affected by the surrounding rice farmers, and agricultural extension workers play an important positive role. Based on the research conclusion, the paper puts forward some suggestions such as to establish the development direction of improved seed technology with emphasis on breeding high quality rice varieties, to pay attention to the special needs of small farmers, to expand the influence coverage of demonstration households of improved seed technology, and to continuously promote the working mode of contact agricultural technology extension.