A Study On The Factors Influencing The Information Selection Behavior Of Fruit Farmers From The Perspective Of Selective Theory

In order to effectively solve the related problems in some rural areas of China,such as difficulties in information construction,inaccurate information services,and the inability to fully flow information as a factor in the production and life of fruit farmers,it is necessary to start from the root cause,pay attention to the information selection characteristics and influencing factors of fruit farmers,and make targeted improvements.This article takes the "selectivity theory" as the core concept and uses 12 fruit farmers from Zhongmou County,Yanshi City,and Lingbao City in Henan Province as research cases.Through in-depth interviews,relevant data on fruit farmers’ information behavior is obtained,and the interview data is analyzed and refined to summarize the information needs,information choices,and other behaviors involved in fruit farmers’ production and life processes.The influencing factors of fruit farmers’ information selection behavior from the perspective of selectivity theory were proposed from three perspectives: subject,information,and environment.At the same time,an information behavior model was constructed,and a questionnaire survey was conducted based on the model.More detailed data on fruit farmers’ information selection behavior was collected,and sample descriptive analysis was used to demonstrate the selection characteristics in fruit farmers’ information behavior.Finally,the influencing factors proposed in this article were validated through structural equation modeling,and the model for selecting information for fruit farmers was improved.Research has found that,from the perspective of selectivity theory,the information needs and information selection behavior of fruit farmers are both based on subjective will,using their existing habits and information abilities to make choices.In terms of information needs,fruit farmers mainly rely on agricultural information of production and work types as their main information needs,and need to rely on such information to help fruit farmers improve production and income;Secondly,there is also a demand for information related to daily life,education,and entertainment;In the process of information selection behavior,it is influenced by factors such as demographics,personal emotions,self-efficacy,information characteristics,information utility,interpersonal relationships,and subjective norms.By analyzing relevant factors,problems in fruit farmers’ information selection behavior are identified,and corresponding solutions are proposed.Finally,this article points out that fruit farmers face problems in the process of information selection,such as outdated rural information construction,lack of targeted information service systems,severe aging of fruit farmers,insufficient information capabilities of fruit farmers,entertainment oriented information acquisition,traditional social norms followed by fruit farmers,and distrust of external information.And targeted improvement strategies were proposed to strengthen the information infrastructure construction of fruit farmers,enhance their ability to meet information needs,make good use of the social influence of village cadres and large planting households,and establish fruit farmer communities.