A Study On The Information Demand Characteristics And Factors Influencing Adoption Behavior Of Forest Farmers

This paper uses data generated from the investigation held in Yongan and Youxi County, Sanming, Fujian Province and analyzes information demand characteristics of forest farmers. In order to enhance information technology adoption willingness of forest farmers, it classifies these forest farmers into different types according to their features and researches the key factors influence their information adoption behavior. Forest farmers are categorized into four different types, based on Hierarchy Clustering and K-means Clustering. These four types including Demand intense farmer, Demand absence farmer, Potential demand farmer and Demand meaningless farmer. And then, it also applies combined Rough Set Theory (RST) and Support Vector Machine (SVM) to reduce and exam influential factors of information technology adoption behavior of forestry farmers. The result shows factors, i.e. age, education, highest degree of the family, average annual income, forestland area, average annual income of forestland, status of phone, average spending on mobile phone per month, status of cable TV and connection to the Internet, are key influential in forestry farmers’decision of message information technology adoption. In the end, this paper provides first hand references to the information broadcast strategies and policies, regarding different types and diversified influential factors.