| The environment,conditions and connotation of information supply and demand in rural China are undergoing profound changes.Due to the slowdown in the popularity of the Internet,the construction of information infrastructure in rural areas,especially in poor areas,is lagging behind,and targeted information supply is weak,which brings the risk of expanding the contradiction between supply and demand.On the one hand,the difference in regional information environment makes the development and utilization of rural information resources and the open sharing of public data uneven,and the overall level is low;on the other hand,farmers have different qualities,different information needs,and greater willingness to adopt information difference.Therefore,how to accurately judge the information needs of farmers,realize the effective supply of rural information services,and solve the contradiction between the imbalance of supply and demand of rural information services has become the focus of attention of government departments and society.Based on the above background,this paper starts from information economics and new public service theory,combines information environment evaluation related theories,and takes Lingshou County,Hebei Province as an example,to evaluate the current situation of regional rural information supply and demand,and find the imbalance between rural information service supply and demand.At the same time,the objective demand and subjective demand of rural information are analyzed and researched respectively.On this basis,the rural information service supply decision model is established from the perspective of supply chain,and the rural accurate information service model based on data mining is proposed.This article aims to explore the imbalance between rural information demand and information service supply,and to resolve the contradiction between rural information service supply and demand.The main research contents of this paper are as follows:(1)From the perspective of supply side and demand side,this paper combs and analyzes the generality and characteristics of the supply and demand of rural information services.On this basis,it finds out and puts forward the imbalance between the supply and demand of rural information services,and analyzes and finds out the cause of the problem:insufficient supply of rural information services.(2)An in-depth study on the objective needs of rural information.Using the method of econometrics to build an ordered Probit farmers' information demand model,using partial correlation coefficient method to remove the factors with high coincidence information,and using ROC curve to test the factors in the model,through empirical research,we finally get the information affecting farmers 24 factors of demand.It is found through analysis that the above factors are all related to the provision of rural information services,thus providing a theoretical basis for the provision of rural information services.(3)In-depth research on the subjective needs of rural information.Based on the new public service theory,technology acceptance theory,planned behavior theory,innovation diffusion theory,trust mechanism theory and achievement goal orientation theory,a subjective demand model for rural information is constructed.By introducing adjustment variables,the exploratory factor analysis method is used to establish the reliability and reliability of the research design.Validity analysis,using structural equations to verify the research hypothesis,and finally,through empirical analysis,we can get the interactive influence factors of the subjective demand of rural information.Provides a basis for rural information service supply from the perspective of subjective perception of demand.(4)From the perspective of the supply chain,establish the Steinberg game model of rural information service supply,analyze the game relationship between the government,enterprises,third parties and farmers,and analyze the influencing factors under the condition of maximizing the interests of all parties.(5)Based on the unbalanced analysis model of rural information supply and demand,according to the imbalance of rural information supply and demand,combined with the subjective and objective factors of rural information demand,a rural accurate information service model based on data mining is proposed.Based on the above research content,the main theoretical contributions of this article are as follows:(1)In the research and judgment of rural information service,the demand and supply characteristics of rural information service are analyzed respectively from the perspective of supply side and demand side,reflecting the realistic problems and inducements of unbalanced supply and demand of rural information service.And considering the complexity and diversity of influencing factors of rural information service demand from an objective perspective,a pre-partial correlation analysis is constructed based on the econometric discrete selection model Compared with the Probit model of rural information demand testing by the post-ROC curve,compared with the traditional method,this method adds pre-analysis and post-testing links,which not only eliminates the interference of repeated information,but also enhances the credibility of significant influencing factors.The research of the problem provides a brand-new idea and method.(2)The adoption of farmers'information services is a complex behavior,and the interaction of multiple factors needs to be considered.Based on technology acceptance theory,planned behavior theory,innovation diffusion theory,trust mechanism theory,and achievement goal orientation theory,this paper builds a theoretical analysis framework for farmers'information service adoption willingness,which aims to analyze the interaction between behavior,psychology,trust,innovation,and farmer characteristics.The structural equation model was used to test the relevant research hypotheses.The research results show that under the new public service theory,farmers' subjective information service adoption willingness is affected by a variety of factors,and at the same time verify the farmers'age and experience characteristics as moderating variables.Other variables indirectly affect farmers' willingness to adopt information services.The theoretical contribution of this part is to evolve relevant variables from a variety of theories,introduce rural information service adoption willingness models,and verify the existence of compound interactions between variable groups from different theories through assumptions.It is a model for the adoption of existing rural information technology.A kind of perfection and innovation.(3)Considering the status of each subject in the supply of rural information service,because the market role is limited under the current government led mode,the supply efficiency is low,and the contradiction between supply and demand can not be solved.Therefore,based on the Stackelberg game theory,a government led and third-party followed rural information service supply chain model is proposed under the premise of the three-party subject coordination and full play of the role of market mechanism.Through the introduction of fixed cost contract to coordinate supply chain decision-making,this paper verifies the influence of factors such as interest distribution proportion between supply subjects,farmers'receiving convenience sensitivity,farmers'feedback convenience sensitivity on supply decision-making.In order to solve the problem of low efficiency of rural information service supply,the optimal coordination mode of rural information service supply under the ideal state is obtained.(4)Considering the difference in the quality of rural information environment,combined with the current situation of the lack of effective demand and effective service supply of rural information,based on the personalized and diversified information demand of farmers,the paper introduces the idea of data mining algorithm,and tries to propose a rural accurate information service mode with feedback mechanism based on improved association rules,which involves service organization mode,information service content,service communication mode,benefit distribution mechanism and technical support guarantee.From the analysis results,the improved Apriori algorithm based on FP-tree not only reduces the time complexity of mining,but also verifies the accuracy of the association rules for farmers' information needs.Further prove the effectiveness of the proposed model. |
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