The Diffusion Effect of the Overall Social Network on the Behavior of Farmers Planting New Varieties of Economic Forest: Taking Wuxing Village, Yongan City, Fujian Province as an Example

Based on the whole village case data of Wuxing Village, Yongan City of Fujian Province, the diffusion effect of the overall social network in the village on the behavior of farmers planting new plant varieties of economic forest was studied by using the overall network analysis method. The results show that: ① the case village has realized the diffusion process of the group behavior of planting new varieties from scratch for up to 20 years. The diffusion process presents an "S" shape, which is in line with the new product diffusion model proposed by Rogers; ② there is a significantly positive correlation between the clan network, neighbor network, local neighbor network and mutual aid network in the case village and the behavior diffusion network of farmers planting new varieties: the actors in case villages are most influenced by clan networks; actors are more easily influenced by actors with whom they have mutual aid relationships; ③ The rural elites in case villages take advantage of their important role and huge influence in different social networks to be the fundamental reason for promoting the group behavior of planting new varieties to achieve a comprehensive diffusion within the village. Therefore, policy recommendations are also put forward for optimizing the R&D and promotion of new varieties by utilizing the characteristics of rural social networks in the paper.