The Regional Comparison And Analysis On Peasant Information Behavior In The Circumstances Of Rural Informatization

Rural informatization is an important aspect of the national economy and social informatization. As the recipient, user and gainer of information, farmers play an irreplaceable role in the process of rural informatization.In recent years, with the construction of rural informatization infrastructure gradually shift from application areas, improve the level of information application becoming the focus in rural areas. Also, the level of information development among different areas are quite different. Demand is the key. Extract farmers’ information needs and information behavior can effectively solve the problem of information application in rurual areas. Therefore, study peasants’ information behavior becoming the most critical and central part in the process of rural informatization. This paper takes Jiangsu Province as an example to find out the development of farmers’ information needs and information behavior by means of surveys in Jiangsu Province, and then consturcts two information needs models. On this basis, it sub-regional proposes some measures and suggestions to increase the level of peasants’ information behavior.Firstly, this paper outlines and analysises the development of peasant information behavior at home and abroad, proposes theoretical system on peasant information behavior based on the research of relevant literature.Secondly, after choosing some representative sample of farmers both in Sunan and Subei area, it investigates and compares their information infrastructure, information needs, information acquisition behavior and information using behavior to find out problems in both region. Thirdly, this article builds a discriminant model and an impact factor model for information needs. The discriminant model can be used to predict other areas of Jiangsu Province and the country. And the factor model can be further reduced and ultimately confirms these factors affecting farmers’ information needs. According to the analysis, there are four major factors in Sunan area: age, education level, evaluation of help level of obtained information, whether has a cell phone or not; and three major factors in Subei area:age. whether has a cell phone or not. evaluation of the importance of computer.Finally, combining the results of comparative analysis and the factors affecting peasants’information needs, this article sub-regional raises applicable countermeasures and suggestions for the government.The final goal of the paper aims at giving the suggestions and countermeasures on how to improve domestic farmers" information behavior in different areas.