Research On The Rural Information Service Based On Social Network Analysis

Information is not only an important strategic resource and the public wealth, but also animportant element of production in agriculture and the rural economic development. As animportant part of public services in rural areas, rural information service plays a very important rolein the development of modern agriculture, and it can also improve the income and overall quality offarmers. This paper takes subject and object of rural information service’s social network as astarting point, on the basis of farmers’ information behavior, rural information service, socialnetwork theory and the virtual community, study and explore rural information service from theperspective of social network.Firstly, from the aspects of node degree, centrality and small group, this paper use UCINETsoftware to analysis network structure characteristics of the subject of Jiangsu Province’s ruralinformation service in the virtual environment. The result shows that, government agencies have themost extensive relationship in rural information service network, agricultural colleges and scientificresearch institutions become the backbone force to promote the development of informationservices in rural areas, and agriculture related enterprises are important members of ruralinformation service. Secondly, construct influence model between farmers’ social network and theeffect of rural information service, analysis the relationship between relationship characteristics,subject characteristics, structure characteristics of farmers’ social network and the effect of ruralinformation service, and then proposes the hypothesis to be tested. Thirdly, this paper use researchmethods of factor analysis, correlation analysis and multiple linear regression analysis to validatethe theory model.The data shows that, weak coupling degree, information sharing, trust mechanism,network willingness of farmers in social network have positive effect on rural information service,but network investment has a negative impact on rural information service; at the same time, useindependent sample t test and single factor analysis to test the control variables, and result showsthat the difference of farmers’ region, age, education level and occupation all have significantlydifferent effect on rural information service, but farmers’ gender has no effect on rural informationservice. Finally, combine the development status and characteristics of rural information service inJiangsu province, and put forward strategies and suggestions on how to optimize the existinginformation services in rural areas.