Research On Information Channel Selection And Information Demand Based On Rural Residents Perspective

This paper mainly focuses on the relationship between rural residents, information content and information channels. The study is established on the analysis of the features of the information channel and information service. Based on the research data collected from Sanming City, this paper studied the matching relationship between information channel and information content through correspondence analysis and cluster analysis. After that the analysis had introduced customer segmentation theory into the research of the relationship between rural residents and the information channels they choose, with Decision Tree Method to study rural residents with different user loyalty on each channel. Then Cluster analysis has been used to group rural residents according to their ages, family income, education status and local economic status. Non parametric test has been used to get the differences on the information demand of different rural residents. On the relationship of information channel and information content, the study achieved two results, one is the preferred information channel for each type of information by the rural residents, and the other is the precedence of information channels on different types of information. On the relationship between rural residents and the information channels, the study concluded the features of rural residents from5stages of loyalty for the three information channels involved. And on the research of relationship between rural residents and the demanded information content, discrepancies were found on the demanded information content between groups from dominant position and inferior position. The result is a practical strategy for the spread of rural information services, and provided a reference for the construction of a virtuous rural information service supporting mechanism.