The Farmers’ Mobile Media Use And Its Influencing Factors

With the development of rural informatization and urbanization in China, The relationship between farmers and the mobile medium become increasingly close. And the mobile internet user has been growth higher than the town. As mobile media consumption group, farmers have their own uni que behavior and psychological of mobile using.Therefore, must have an in-depth study on the theme.On the basis of systematic review the related research, using “use and gratifications”as the breakthrough point of the research, to establish the research direction and solutions.This paper chose Gongnong downtown, Qianjiang city, Hubei province, as its study sites.Through the way of questionnaire and interview, to investigation and discussion farmers’ basic features of mobile using, using requirements and gratifications. And deep analysis the influencing factors.The study found that, for the farmers, the using frequency of traditional function is falling, the using frequency of network applications is increasing. Nearly 70% farmers’ dependence obviously on the use of mobile phones, and this dependence tend to occur on the use of entertainment applications, the degree of dependency falling with age increasing. Before the study, in this paper, assume social life/cognitive/spiritual entertainment/ accompanying as farmers’ requirements. But during the research, found that farmers also has demand for tools using. The order for satisfaction is social life >cognitive>spiritual entertainment>tool using>accompanying.From individual differences/social environment/medium conditions three points to analysis of the main factors for using mobile media. And combine with the correlation analysis and interview, think that, on the one hand, media use is influenced by individual differences, such as age/salary/education etc.; On the other hand, media use is influenced by social environment such as profession/social/advertisement etc.; On the third hand,media use is influenced by medium conditions, such as hardware/software etc.Through this study, to promote the construction of rural information as well as the effect of the spread of mobile media in rural areas. To provide some reference data and guidance for future research.