Research On The Influencing Factors Of Information Service Demand In "Three Rural Communication" In Yunnan Province

In the 1970s,the informationization construction of rural areas in China was started.Its main purpose was to build a rural information service system^[1].The construction of rural information service system refers to the process of using information technology to make full use of existing information resources to obtain information about agriculture and rural areas.and pass it on to farmers to help their production and life.Thereby stimulating the overall economic development of rural areas.The construction of a rural information service system is an interactive organic whole consisting of multiple elements such as subject,object,content,and channels^[2].Strengthening rural information service system construction is an inevitable requirement for the construction of a new countryside,and it is also a leading force for promoting the development of industrialization and driving the development of agricultural modernization.The construction of rural informatization as an important part of national informatization construction is also a difficulty in the construction of national informatization.Information service can solve the problem of“agriculture,rural areas and farmers”caused by information asymmetry to a certain extent and break through the power of informatization.Urban and rural barriers to promote the all-round development of rural areas.The primary research of information services is the demand for information services.The research of receptors for information services is the foundation of information construction^[3].Therefore,this article takes the farmers in Yunnan Province as the research object and analyzes the individual characteristics and information services provided by Yunnan farmers and the information dissemination methods that are more easily accepted by farmers.The article defines the related concepts of information services,and introduces the theory of communication theory and the hierarchy theory of information requirements as the theoretical support.Based on the previous research,the literature review of the individual characteristics,content,channels,and attitudes of the demanders were conducted.And the influencing factor models affecting the four major influencing factors of the information service preferences of the farmers and information service requirements were obtained.Also basic scales.After qualitative semi-structured interviews with Yanliang County and Qiaojia County,Zhaotong City,Yunnan Province,the basic scale was revised and five information stations were randomly selected from the province,.And information workers were assigned to issue and collect questionnaires.The data was collated,descriptive statistics,reliability,validity,correlation analysis,and binary logistic regression analysis were performed on the collected questionnaires to verify the model.Based on the results of empirical analysis,this paper proposes problems and corresponding suggestions for the existing rural information service supply,and provides corresponding opinions for the supporters of Yunnan’s“Three Rural Communication”integrated service platform and information service system.The innovation of this article lies in the innovation of research ideas and methods.The current academic research on the rural information service system is still not deep enough,and it is particularly manifested in the discussion of macro-level theories.There are few research plans to solve problems actually;there are many qualitative descriptions and few quantitative analysis.This study adopts a combination of theoretical research and empirical research,qualitative analysis and quantitative analysis,starting from the actual conditions of farmers,combining the environment in which the surveyed objects are located,introducing Maslow’s hierarchy of needs theory and the theory of information requirements.It provides theoretical reference and realistic reference for future research on the influencing factors of rural information services.The main research results of this study are:（1）Men are more concerned about farmers and rural information than women.And men are more concerned with market and technology information.The younger and the more highly educated men are more concerned with meteorological information.In addition,men with higher education levels are more concerned about policy information;（2）Interpersonal channels have an impact on all types of information.Farmers are Interpersonal channels are most often used to obtain various kinds of information among which friends,neighbors or relatives have the greatest influence.And colleagues/workers and professionals have different degrees of influence according to different information needs.In the traditional channels,the local government has a great influence on the information requirements of policies and regulations.Newspapers/magazines/books have great influence on the demand for information on breeding and breeding technologies and the demand for information on agricultural（subsidiary）products.Community organizations（cooperatives,etc.）influence the demand for information on supply and demand of rural workers.Big.Modern channels have different degrees of influence on agricultural news information demand,meteorological environmental information demand.Demand for work supply and demand information.And skills training information needs.Among them,mobile phone short messages/phones are only found to have a significant impact on the demand for agricultural supply and demand information.（3）Farmers are willing to accept information services for compensation.But they have the opposite attitude toward agricultural news information.The more satisfied the local information service is,the more willing farmers are to accept information services.