The Measurement Of Farmers’ Information Demand And Information Behavior

The issues of agriculture, rural areas and farmers have become the fundamental problem of our country, and our country continues to focus on them. From the party central committee to the governments at all levels, from the macro strategies to specific policies, our country try its best to overcome the problems and difficulties in the development of agriculture, rural areas and farmers. Under the environment of information age and the transformation from the dual economic structure to modern economic structure, information plays an important role in it. With the penetration of modern information and communication technology in agriculture, information utilization degree and the degree of information technology is essential to the development of rural economy. By contrast, the farmers’information situation is still severe, and the utilization of information resources for farmers is still not optimistic. The research on the information demand and information behavior of the farmers can speed up the rural economic and social development, improving the construction of the socialist new rural and solving the issues of agriculture, rural areas and farmers.The logical starting point of the research on the information demand and information behavior of the farmers is studying the information demand and information behavior of the farmers as a whole, carding the related research at home and abroad, defining connotation of related concept of the definition of the information demand and information behavior, discussing the domestic and foreign theory and models of information demand and information behavior. Then under the guidance of research paradigm of User Center and combined with psychology, behavioral science and other related information, the writer designs the process of farmers’information demand and behavior model. With the help of the model, the writer constructs the relevant evaluation indexes. The multi-objective decision methods Topsis method is applied to measure evaluation of farmers’information demand and behavior model, and the writer uses the information entropy to handle each index weight. Finally through the field investigation of Hubei province, the writer analyses the current situation of the farmers’information demand and behavior in Hubei province. With the help of the model and the Topsis the writer evaluate the standard of peasants’information demand and behavior in Hubei province.The paper is divided into six parts:the first part introduces the background, stating the research purpose, elaborating the research significance, making a comment of the research results in domestic and foreign relevant fields, and then illustrates the research method, making the technical route, introducing innovations points of the article. The second part combs and discusses the concept and related theory of information demand and information behavior, which provides the theoretical foundation for subsequent research. The third part introduces the process model and index system construction of farmers’ information demand and behavior, and discusses the four influential information behavior models and the three major research paradigms. With the help of the theory above, the writer construct the model and the index. The fourth part introduces the research on the method of measure evaluation, stressing the multi-objective evaluation method Topsis and calculating method of information entropy. The fifth part is an empirical analysis of the farmers in Hubei province. It summarizes the current situation of the farmers’ information demand and information behavior in Hubei province and makes an empirical study to measure evaluation model and puts forward some suggestions. The sixth part is the summary and expectation. It summarizes the research results, the shortcomings and the prospect for future research.