| Informationization has become an important driving force of rural economic and social development.In recent years,the state has issued a series of policies and documents to promote the development of rural informatization,among them,Yinong Information Agency as an information service into the village and major livelihood projects to strengthen,benefit and enrich farmers.Yinong Information Agency is rooted in the rural information service "bridgehead",farmers are always the main participants and ultimate beneficiaries of Yinong Information Agency.Scientific analysis farmers’ potential demand,accurate positioning actual demand of farmer’s information,precise matching of service supply and demand will be achieved,It is of great significance to promote the high-quality development of Yinong Information Agency,speed up the construction of digital countryside,and promote the comprehensive revitalization of informationized and digitalized villages.Based on the theory of public goods,hierarchy of needs theory,and communication theory,construct the analysis framework of farmers’ information demand and its influencing factors,taking 11 representative service items of Hunan Yinong Information Agency as explicit variables,based on the survey data of 916 farmers,using potential profile analysis method(LPA)latent class analysis was carried out on the farmers’ information demand,Then,the disordered multivariate logistic method was used to analyze the influencing factors of different potential categories.The results showed that:(1)the potential categories of serving farmers’ needs could be divided into four types: lack of demand,traditional demand,modern demand and comprehensive demand;(2)Service type and professional ability have a significant positive impact on potential types of farmers’ demand,and information quality has a significant positive impact on modern demand type and overall demand type;Publicity channels have different influences on different demand types;(3)Age and family social capital have significant effects on potential types of farmers’ demand,education level,village economic development level,and village cadres’ organization and mobilization ability have significant effects on modern demand type and overall demand type;The occupation of farmers has a significant influence on the traditional demand type and the modern demand type;Family human capital,family natural capital and farmers’ trust in county and township governments significantly affect the traditional demand type.In this regard,ought to aiming at the actual needs of farmers,Comprehensive measures will be taken to integrate agriculture-related information resources,strengthen farmers’ education and training,strengthen support for service personnel,pay attention to classified and accurate services,and establish efficient feedback mechanisms,Further optimize the service of beneficence information society,realize the accurate match between the service supply of beneficence information Society and the actual demand of farmers,so as to fully release the momentum of information service to help the comprehensive revitalization of rural areas. |
