RenShouXian Affect Farmers' Information Demand Factors

With the profound impact on the agricultural development of agricultural science and technology information dissemination and application, farmers’ demand for information is more urgent, therefore, to accurately understand farmers really need, urgently needed information is very important. This paper takes Renshou County as the object, through the analysis of the type and intensity of information demand investigation, induction factors to summarize the information demand, existing problems in information and the lack of access to, and suggestions and Countermeasures to promote the healthy development of information service to make the information resources utilization ratio, maximize, expand the contribution of agricultural informatization on agricultural production, the rapid development of socialist new rural economic stability. The main conclusions are as follows:(1)Showed that the investigation on the present situation of Renshou County farmers information demand, farmers need is directly related with production, management and closely linked to agricultural information, demand type and demand efficiency from high to low is the agricultural product market supply and demand and price information84.82%,80.25%, and77.96%agricultural training and Prevention and treatment technologies of information and agricultural products; processing category, disaster and entertainment information information demand meteorological rate lower, respectively19.97%,17.05%and15.46%, and different age, different education, different family income, different land management scale farmers information demand preference and intensity of different. Farmers to access information in television, interpersonal communication, street advertising and other traditional ways, and SMS, telephone, Internet and other modern information transmission channels accounted for only11.85%,9.36%and7.28%, access to a single, low utilization rate.(2)Effects of Renshou County farmers information demand research results factors display, the farmer’s age, cultural quality, land management scale, the average annual household income, willingness to pay for information, whether to have information equipment, whether rural information service center, as well as to the government information publicity and the evaluation of the8factors through the significance test, that has a direct influence on the information needs of farmers and farmers these factors, gender, family population, communication network conditions3factors did not pass the significance test, indicate that the farmers information demand have a direct effect on these factors in Econometrics fail to.(3) Farmers information demand mainly has the following problems:the construction of information network infrastructure is weak, insufficient capital investment; information resources development and utilization level is low, the farmer of21.41%cannot read access to information, poor practicability; lack of information service personnel, service team instability; farmers’ weak information consciousness, information on the cognitive and attention degree is low, the farmer of14.35%that the information is not important, only32.02%of farmers are said to be very active in acquiring information.(4) Outstanding problems in Renshou county information needs, puts forward the Countermeasures of perfecting Renshou County Information Service:to increase capital investment, improve infrastructure of rural information service infrastructure; development and utilization of strengthening information resources, improve the practical information; improve the construction of information service personnel, improve the quality of information service; strengthen the guidance on information consciousness, enhance farmers’ information demand intensity.