The willingness of agricultural personnel to support the construction of smart agriculture will directly affect the construction, development, promotion, and popularization of smart agriculture. Based on a survey data of agricultural personnel in key counties of national poverty alleviation and development in the western border of China, this paper applied a structural equation model to analyze the support willingness and influencing factors of agricultural personnel with different cognitive levels to the construction of smart agriculture in rural area. Results show that the more agricultural personnel understand smart agriculture, the stronger the ability of obtaining information agricultural personnel have, the more satisfied with the current situation of local agriculture development agricultural personnel are, the higher the degree of recognition of geographical effect agricultural personnel have, the stronger the willingness of agricultural personnel support smart agriculture. The higher the education level of the agriculture personnel obtain, the higher the correlation is between the type of work and agricultural science and technology, the more agricultural personnel support smart agriculture. However, the older the agricultural personnel are, the less they support the construction of smart agriculture. This study also found that the innovation consciousness of the behavioral agents is not closely related to their support willingness, which indicates that the propaganda of the application of new technology in agriculture is not enough in our country. As a result, the innovation willingness of the agricultural personnel is not strictly consistent with the frontier innovation technology. And there is still a considerable gap between the agricultural personnel knowledge structure and the advanced technology demand of modern agriculture. It is urgent to strengthen the propaganda of new technology in agriculture and to improve the knowledge level of agricultural personnel.