A Study On The Influential Factors Of Farmers’ Health Information Avoidance Behavior In The Context Of Chronic Diseases

With the development of information technology and the in-depth research in the field of information behavior,it is found that in the face of a huge amount of information,users not only satisfy specific information needs and deal with unknown social risks by searching behavior,but also avoid information which is of little value or harmful to you in consideration of risk.In the report of the 19 th National Congress of the Communist Party of China,the development strategy of "rural revitalization" has been put forward,and the development direction of rural informatization has been defined.However,due to the low level of education,the lack of information technology,the difficulty in obtaining information resources and the lack of change in information consciousness,the gap between urban and rural areas in informatization is widening,the number of "poverty due to illness" and "return to poverty due to illness" among farmers has gradually increased.Diseases,especially chronic diseases,have become an important factor in the development of rural areas,which seriously endanger the life and health of farmers.Nevertheless,rural patients with chronic diseases will still avoid access to health information because of emotional,cognitive,sociocultural and other factors,what’s more they will delay the treatment of chronic diseases,resulting in disease deterioration difficult to control.Therefore,the study of farmers’ health information avoidance behavior in the context of chronic diseases can not only expand the research contents in the field of information avoidance,integrate the existing research results,but also improve the level of farmers’ health management,it is of great significance to reduce the harm of chronic diseases.Based on the empirical study of farmers in Jiangsu Province,through literature review,questionnaire survey,structural equation modeling and other research methods an innovative model of influencing factors on farmers’ health information avoidance behavior in the context of chronic diseases was proposed,and the questionnaire was designed according to literature review and existing mature scales,a total of 250 valid questionnaires were collected through on-line distribution and off-line field survey.Amos and SPSS were used for data analysis and model validation.Firstly sample’s background information,chronic disease characteristics,information sources and information types which farmers avoid were revealed by descriptive statistical analysis,and the reliability of the questionnaire was proved by calculating Cronbach’s Alpha.Then confirmatory factor analysis was conducted to test the validity of the scale,and the results showed that the scale had good convergent validity and discriminant validity.Furthermore the proposed model of influencing factors on farmers’ health information avoidance behavior had good fitting effect.The results of path analysis proved the correlation of different potential variables and the effect of different variables on farmers’ health information avoidance behavior.Social climate had significant positive effects on negative affect,while social climate,negative affect and patient cognition also had positive effects on farmers’ avoidance intention,leading to avoidance behavior.In addition,the restriction of information access is based on the farmers’ own objective conditions,which verified the influence of education,economic burden,retrieval skills,medical resources and other factors on passive information avoidance behavior.The results show that all the six hypotheses are valid.Then on the basis of the model of influencing factors of farmers’ health information avoidance behavior and its analysis results,the countermeasures and suggestions to reduce farmers’ health information avoidance behavior and improve their health management level were put forward.In addition to changing the backward traditional thinking and establishing a correct understanding of chronic diseases,farmers should set up a correct understanding of chronic diseases,and they also need the input and support of medical institutions and government departments.In this paper,we integrate the existing achievements in the field of health information evasion,and define the research subject as the farmers who are relatively deficient in information literacy and health quality,although there are some limitations in survey sample and method,the influencing factors of different dimensions on farmers’ health information avoidance behavior are verified,which provide theoretical basis for the construction of primary health care and the formulation of chronic disease prevention policy.At the same time,this study enriches the research content of health information avoidance,reveals the influence path and effect of different variables on farmers’ health information avoidance behavior from the quantitative point of view,and provides the direction reference for the follow-up scholar’s in-depth research.