网络环境下农民日常生活信息搜寻行为模式研究

通过调查问卷的方式搜集数据,研究网络环境下农民日常生活信息的获取渠道、日常信息的准确性及有效性,结果表明,不同性别、年龄和学历的农民在日常生活信息的来源、判断信息的准确性和判断信息的有效性方面存在巨大差异,年龄在18～45岁范围内的男性更倾向于从网络获得信息并应用于生活中。该研究对设计农村用户产品营销策略、传播农业科技知识和政策的传达等方面有重要参考作用。

Study on the Peasants' Search of Daily Life Information under Network Environment

According to the questionnaire data,the acquisition channels of peasants’ daily life information as well as the accuracy and effectiveness of the information were studied under network environment.The results showed that the peasants at different ages with different genders and education background varied in their sources of daily life information and their judge of the accuracy and effectiveness of information.The female peasants aged between 18 and 45 are more likely to get information from the network and apply the information in practical life.The research results provide great references for designing the marketing strategy of products facing the rural people and broadcasting the agricultural knowledge and policies.