Research On The Influence Of Social Media Use On Farmers' Information Behavior

Farmers' information behavior is a process from information demand to search and then to use.The change of farmers' information behavior is of great significance to the development of modern agriculture and rural areas.At present,social media is prevalent.As an instant communication software,it not only brings convenience to farmers'information communication,but also greatly changes their information behaviors and provides more diversified channels for farmers' information acquisition and utilization.However,as social media has just been booming,farmers have not been in contact with social media for a long time,and their use of such media has not achieved good results,and their access to information is still in the stage of traditional media.Therefore,it is of great significance to explore the influence of social media use on farmers' information behavior.This paper investigates and analyzes the influence of social media use on farmers'information behavior.With farmers in Huanggang,Xiaogan and Xianning of Hubei as the research objects,300 valid questionnaires are collected,and SPSS data analysis software is used to conduct statistical analysis on the collected 300 questionnaire data.We have a general understanding of the population characteristics,social capital scale characteristics and social media usage of farmers in the sample areas.The analysis results show that although social media have been used in rural areas,the use of social media is relatively simple.Farmers mainly use social media and entertainment,and their ability to obtain and use information through social media is poor.At the same time,after regression analysis and mediating effect analysis of sample data,this paper finds that social media proficiency,media trust,gender,age and other factors have a significant impact on farmers' information behavior,and social media proficiency,media trust and farmers' information behavior are significantly positively correlated.However,the duration,years and education level of social media use have no significant correlation with farmers' information behavior.In addition,the mediating role of media trust between social media use and farmers' information behavior has also been verified.Finally,this paper puts forward the following suggestions regarding farmers' use of social media:First,relevant agricultural departments should strengthen farmers'information technology training to help farmers improve their use of social media.Second,improve farmers' trust in social media,encourage farmers to use social media to obtain and use relevant agricultural information,and improve the efficiency of farmers'information search and use.Third,advocate cultural feedback and give play to the guiding role of the younger generation in the use of social media by middle-aged and elderly people.Fourth,we should strengthen the training of agricultural technicians,give play to the leading role of agricultural technicians,and help farmers better use social media to obtain information.