The Reasons And Solutions Of Internet Information Consumption Gap Between Urban And Rural Areas

The existence of Internet information consumption gap between urban and rural, is a reflect of the part of social groups have difficults to achieve the transformation of information economy, it can lead to the unbalanced development of regional economy and secondary lag of the culture and knowledge or other social problems. In terms of population, our area is a big province, the number of Internet users living in the second place of our country, naturally development matters can not be escaped under the structure of the dual system of urban and rural, so it becomes a very important issue to conduct a investigation about users’ information consumption and conduct research on specific content and behavior differences of the information consumption between urban and rural in questionnaire.This article is divided into four chapters to study the Internet information consumption gap, mainly four aspects on carding the theory, the presenting, causes and measures of the situation.The first chapter is expounded on the theoretical basis and especially divides several dimensions of the Internet information consumption gap,wanting to explore the access,obtaining and the consumption of the information.The second chapter presents the present situation of information consumption of urban and rural areas in Shandong province. According to the statistical yearbook of Shandong Province, the datas about the information consumption in 2005-2014 are statisticed and analysed longitudinally, and the chapter also contrast the information consumption difference between 17 cities horizontally. The specific behaviors of information consumption of urban and rural Internet users that from four aspects of the access to information, obtaining, value judgment, consumption content are discussed in the form of questionnaire. It summed up to the conclusion of the low information consumption quality of rural Internet users,and the expanding trend of urban and rural Internet information consumption gap.The third chapter discusses the causes of the gap. Applying the method of explanation structure model, the research buils up a model that influent internet information consumption and the main factors that is analysed include dimension cost reducing, risks, demand factors, It is also demonstrated and expored from the income,technical ability,information communication environment,and personal psychological level.The fourth chapter is bout the strategies. To bridge the gap between urban and rural areas,it needs the joint efforts of the whole society and when making the countermeasures,the object include the government and the organizations, enterprises and individuals that using the Internet technology. In order to stimulate the external consumption of Internet users, needing effectively reduce the pressure of surffers from “remission and development”.And in order to improve the rural Internet users’ consumption of information,the problem should be resolved from updating their consumption conception, carrying out information education, and creating a good consumer environment to reduce the consumers’ psychology cost.