An Empirical Research In Peasants' Everyday Life Information Seeking Behavior:Social Capital Perspective

In recent years,the rural informatization has become the common focus of national and local authorities,academia,mainly reflected in policy development,practice and academic research action in three aspects.In this context,rural information is facing a qualitative leap,peasants with information behavior information process appears many changes,because the rural economy is the weakest market but by the traditional social structure of the most affected areas,peasants' access to social factors affecting the daily lives of the information can not be ignored.After the national rural information put such a huge resources of human,material and financial,we can meet the daily information needs of peasants?Will peasants rational use of various information resources provided by government departments in their daily lives?Whether the results of the daily life of peasants searching for information on their satisfaction?In the future the relevant government departments and information services should provide information on how to better serve the rural information and thus facilitate the entire process for peasants?Based on this series of questions,this study focused on social capital from the perspective of the daily life of peasants in Jiangsu information search behavior research.First,the information from the farmer behavior and everyday life information behavior in two dimensions related researches systematically combed,pointed out the gaps in current research and inspiration.After review of the literature and in everyday life information model based on the reference Savolainen,from the social perspective,presents the daily life of peasants information search behavior survey frame.The framework includes antecedents everyday life information search behavior constitutes everyday life information search behavior,performance of daily living information search behavior of three parts.Secondly,within the scope of Jiangsu Province,according to the geographical location and economic level division,selected six cities in southern Jiangsu,northern Jiangsu's 12 counties were distributed 400 questionnaires,350 questionnaires,of which 334 valid questionnaires,the effective questionnaire rate 83.5%.According to the survey framework design,questionnaire argument into demographic factors,social capital characteristic factors;the dependent variable is divided into information needs,information acquisition and information search performance.Third,we revealed the descriptive statistical analyse the current situation in Jiangsu Province farmer everyday life information seeking behavior.In the daily life of peasants information needs:South of Jiangsu peasants' information awareness and northern Jiangsu area higher than north regions.Weather,current events,health,entertainment and other daily life of peasants is higher demand information topics.Everyday life information search frequency of Northern peasants is lower than the peasants in southern Jiangsu and the Soviet Union in the region.Access to information:from peasants' preference from television,friends,phone,family,etc.to obtain information,but basically do not use radio,magazines,farm house,village and AgroSciences Information Society and other means of access to information.TV,mobile phones,peasants believe that friends are the most helpful source of information."Do not know where to find" is the biggest obstacle of farmer everyday life information research.Fourth,the use of the application of statistical analysis focuses on the impact of social capital on peasants everyday life information search behavior.The impact of social capital on access to information:the choice of whether to friends,family,newspapers,computers,mobile phones have a significant impact on social capital,where the network is the choice of the most influential source of information of a dimension.In the dimension of social capital,networks,and participation has a positive impact on the number of source selection information.The impact of social capital on search performance areas:social capital has a significant influence on the performance of information search and satisfaction and sense of achievement,in the dimension of social capital,networks and shared two variables have a significant impact on the information search performance.However,the impact of different dimensions is complex,and different dimensions of social capital have a different effect on search performance dimension.Finally,based on empirical results presented optimization farmer information services corresponding recommendations.From the perspective of government,proposed to strengthen the publicity increase peasants' awareness of information,improve the mechanism for monitoring the construction of the kiosk,and strengthen the government's feedback mechanisms;information services from the perspective of proposed rural information services to implement and improve the wealth of information training to peasants to help improve the ability to search for information purposes;from the farmer's own point of view,to take the initiative to improve their information awareness,learn to use social capital to enhance the ability to obtain information and search performance.