Abstract
This study explores the psychological and social factors that affect the adoption of ultrasonic fishing technology among fishermen in Zhejiang Province. It focuses on the role of attitude, perceived risk, and social influence on purchase intention and post-purchase behavior. This study adopts a quantitative method to collect data through a structured questionnaire. It uses descriptive statistics, Pearson correlation analysis, and univariate linear regression to analyze the data. The results showed that attitude, perceived risk, and social influence all had significant and positive predictive effects on fishermen’s purchase intention and post-purchase behavior (p < 0.001). Among these factors, attitude was the strongest predictor, indicating that fishermen’s cognition and evaluation of technology directly affected their decision-making. In addition, although perceived risk was a potential inhibitory factor, it may have stimulated a higher willingness to purchase in situations where benefits were controllable and precise. Social influence also played a key role in technology adoption, especially within the fishing community, through demonstration effects and word-of-mouth communication. In summary, improving the adoption of ultrasonic fishing technology among fishermen in Zhejiang Province required a multidimensional approach. These included strengthening attitude guidance, reducing risk perception, and stimulating community participation to promote the deep integration of green fisheries and technological transformation.
