Research On Information Communication Of Rural E-commerce Poverty Alleviation In The Perspective Of Innovation Diffusion

With the continuous development of information technology,rural e-commerce has become a booming trend.Under the guidance of the idea of precision poverty alleviation,e-commerce has been given new connotations of poverty alleviation,and e-commerce poverty alleviation has been listed as the top ten national poverty alleviation projects.Various provinces and cities across the country have successively implemented the e-commerce poverty alleviation practice in order to realize the vision of poverty alleviation and prosperity.This paper took Daishan County of Anhui Province as an example to explore the e-commerce poverty alleviation as a new idea and information,and its dissemination process and effect in rural areas.To explore,as a new kind of thing,how the social system of e-commerce poverty alleviation and the problems faced by e-commerce poverty alleviation in the dissemination and diffusion process,and finally consider the issue from the perspective of information dissemination.The author selected Liangli Town as the main research area firstly,through questionnaires and participatory observation methods to understand the extent of farmers' knowledge of e-commerce poverty alleviation information;the impact of different information dissemination channels on farmers' information;and farmers'poverty alleviation of e-commerce,the adoption of participation and so on.The following conclusions were drawn:First,the farmers' knowledge of e-commerce poverty alleviation information was good.Nearly 70%of the respondents said they knew the e-commerce poverty reduction policy and related information.Second,the channels for farmers to obtain e-commerce pro-poor policy information are ranked in descending order of influence:interpersonal communication,organizational communication,new media communication,and mass communication.The new media not only provides new channels for farmers to obtain information,but also provides more possibilities for farmers to use their new media to obtain and disseminate information on poverty alleviation through e-commerce.As a kind of innovation,e-commerce poverty alleviation cannot spread without its own social system.The spread of e-commerce poverty alleviation in Dangshan County is based on the diffusion of innovation within government organizations.The author enumerated the behaviors and roles of the government at all levels of Dangshan County at the initiation and implementation stage of e-commerce poverty alleviation innovation,and analyzes the role of university student village officials who are members of grassroots government organizations:He is the bridge between e-commerce poverty alleviation stations and villagers to disseminate information on poverty alleviation through e-commerce,and assumes the important role of innovation promoters.He is an important link between e-commerce poverty alleviation from the government policy level to the farmers' groups.At the same time,farmers as an important participant in e-commerce poverty alleviation innovation,their attitude and behavior of e-commerce poverty alleviation is also the focus of the author's research.Through the author's observations and interviews,it was concluded that in the process of e-business poverty alleviation in Dangshan County,the new farmers who returned to their hometowns and the women who stayed there were the important promoters of the spread of poverty alleviation by e-commerce.They are conscious and innovative,while e-commerce promotes their financial growth and empowerment,they also act as promoters of e-commerce poverty alleviation innovation,affecting other farmers' attitudes and behaviors for e-commerce poverty alleviation,participating in and promoting e-commerce poverty alleviation in the peasant groups to further spread and implement.Finally,based on field research,the author combed and summarized the problems reflected by the government,enterprises,and farmers' which are tripartite wrestles,and summarized the real problems in e-commerce development and the spread and implementation of e-commerce poverty alleviation in Dangshan County.First,the basic hardware facilities for the development of e-commerce in Dangshan County are not complete,the training of talented teams cannot keep up,and the cultivation of brands is not enough,which are obstructing e-commerce development.Second,the lack of targeted dissemination channels for e-commerce poverty alleviation,information cannot focus on diversifying channels for dissemination and neglecting the tendency of farmers to receive information channels.Third,governments,enterprises,and farmers are important participants in the process of e-commerce in poverty alleviation.There is a lack of a good communication platform between them.The lack of feedback on information exchange will affect the spread and implementation of e-commerce poverty alleviation.Fourth,the existence of knowledge gaps and the limitations of farmers'own knowledge will affect the spread and implementation of e-commerce poverty alleviation.Finally,combined the issues from the perspective of communication to think and explore.