Analysis Of The Influence Mechanism Of Rural Information Poverty Based On UTAUT Model

With the development of new communication technologies,information is ubiquitous in our life and work,but the digital divide caused by differences in the use of the Internet between urban and rural residents has not been eliminated.In the process of social informatization,affected by factors such as high informatization cost,low Internet penetration,and low education level,the information technology use of rural residents is at a low level,and rural residents have also become a relatively disadvantaged group of information.The problem of rural information poverty is becoming increasingly prominent.Therefore,it is of great significance to study the current situation of rural residents’ information technology use and the causes of rural information poverty.The path to eliminate rural information poverty needs to be explored urgently.This research is based on the theory of knowledge gap and rural communication,relying on interview survey method,questionnaire method,case analysis method,qualitative text analysis and quantitative statistical analysis method,and with the help of UTAUT model,selected village D in Yongqiao District,Suzhou City,Anhui Province,as the target of field research,this paper investigates the main causes of rural information poverty through empirical analysis,explores effective ways to reduce rural residents’ information poverty,and provides corresponding solutions from the perspective of influencing factors to support rural residents to quickly adapt to information social development trend.The article constructs the research dimension of rural information poverty from two levels of “information technology access level” and “information technology use level”(including information technology capability and information literacy level),and constructs a research model on the influencing factors of rural information poverty,covering “personal psychological factors”,“social environmental factors”and “demographic factors”.The study found that:(1)Socio-demographic factors(the level of family economic income,the level of education,age)significantly affect rural residents’ access to information technology and the level of information technology use(rural residents’ media use behavior,the ability and effect of information utilization,information literacy,etc.).(2)Individual psychological factors(perceived risk,performance expectations,effort expectation,individual innovation),and social environmental factors(convenience)significantly affect the willingness of rural residents to use information technology;at the same time,the willingness to use information technology significantly affects rural residents’ level of information technology use.(3)Age,family economic income level and education level play a partial moderating role in the whole influencing factor model.Based on this,this paper argues that in order to change the status quo of rural information poverty,it is first necessary to strengthen the construction of network infrastructure on the basis of improving the economic level of rural residents,pay attention to the cultivation of rural residents’ information literacy,strengthen the culture of rural residents using the Internet,and guide and raise their awareness of information security issues.Secondly,organize information services for rural residents and give full play to the role of new media in promoting rural economic and social development.Finally,attach importance to cultural feedback,give full play to the power of young people,and provide information technology guidance and support for elders to promote the pace of rural residents’ integration into the information society.