Research On Influencing Factors Of Information Avoidance Behavior Of Farmers On Short Video Platform

In recent years,the rapid development of short video,the information dissemination of short video as the carrier,content development is more benign,at the same time,the user scale of short video has increased sharply,by December 2021,the user scale of short video in China has reached 827 million,and shows a high stickiness to short video,the number of farmers user groups is large.With the increasing attention to the information behavior of farmers,it is more and more important to study the information behavior of farmers from multiple perspectives.Traditional farmer user information behavior research focuses on the research on the demand of farmers users positive,such as farmers user information query,information literacy,information consciousness,etc.for farmers user information behavior of circumvention not enough attention,but the user information to farmers can avoidance research for our study of peasants user groups to provide a different perspective,from the perspective of the farmers don't like,don't use farmers the user's information behavior,in order to further promote peasants user information ability.This paper through the semi-structured interview method to interview farmers users to deal with the collected data,using the method of grounded theory data for the interview data are open coding,axial coding,and the core coding three-level coding,theory of saturated inspection,so repeatedly,until the grounded theory analysis of the full,build a short video social media environment farmers user information avoidance mechanism model.A large sample was used to verify the theoretical results by questionnaire survey.The influencing path of farmers' information avoidance behavior is verified in detail,and the direct effects of information factors,personal factors,situational factors,emotional factors and cognitive factors on information avoidance behavior are analyzed by regression.The mediating effect of emotional factors and cognitive factors on information factors,personal factors,situational factors and information avoidance behavior was verified.Through the large sample test,the following conclusions are drawn:(1)It proves the direct influence path of farmers' information avoidance behavior.Through regression analysis,this study tests the hypothesis of the relationship between the influencing factors and information avoidance behaviors of farmers,and the results show that information factors,personal factors,situational factors,emotional factors and cognitive factors have obvious direct effects on information avoidance behaviors.(2)The mediating effect of emotional factors and cognitive factors was proved.The Bootstrap method was used to test the hypothesis of the relationship between emotional factors,cognitive factors and information avoidance.The results showed that emotional factors played a partial mediating role in the relationship between information factors,situational factors and information avoidance behavior.Emotional factors play a completely mediating role in the relationship between personal factors and information avoidance behavior.Cognitive factors play a partial mediating role in the relationship between information factors and information avoidance behavior.Cognitive factors have a complete mediating relationship between personal factors situational factors and information avoidance behavior.Accordingly,from the perspectives of peasant users,short video platforms and social forces,relevant suggestions are put forward for the more reasonable development of China's short video platforms and the improvement of peasant users' information literacy.