A Study Of Rural Residents’ Information Consumption Behavior And Obstacle Based In Beijing

With the prosperity of information industry and the development of rural informatization, information consumption has become an essential part of our life. Information consumption includes the purchasing of information products and information services. In can be both material, such as phones and computers, and spiritual, such as internet services. The level of China’s rural residents’ information consumption is relatively low because of the poor infrastructure, the immature market, the low level incomes and educational background and some other factors. When study information consumption, domestic scholars normally use a macro statistic data to find out the influencing factors of rural residents’ information consumption in a certain area. And they pointed out that the level of income is the main influencing factor. However, if we look back at the great achievement of the policy of selling household electrical appliance at a discount, we will find out that actually, rural residents do have the needs and potential of information consumption. It means, if the government use policy to stimulate rural consumption and guide the rural residents, the level of rural information consumption can be greatly improved. So I think, besides the income factor, there are other important influencing factors of rural information consumption. And the purpose of this study is to find out them.First, I described the background, purpose and means of this study, and refined the research framework. The theoretical research has been divided into three parts. Part1is the study of universal service and rural informatization. Part2is the study of rural information sonsumption. Part3is the study of customer behavior. The third chaptor define relative concepts and the scope of this study, followed by the raise of the model of rural residents’information consumption influencing factors. The questionnaire was designed according to the model, and distributed in the rural area in Beijing. The data analysis includes reliability and validity analysis, descriptive statistic analysis and hypothetical testing analysis. I corrected the model based on the result of the data analysis. The last chapter is conclusions and future research prospects.The conclusions are, the influencing factors in descending order are: usefulness, ease of use, the subjective norms, and compatibility, The recommendations are:to stimulate rural information consumption using policy, to build more information service infrastructure, and to improve the rural grassroots information service system. The innovations of this paper are:a new prospective, a new model and a new dada.