Flow Of Information Dissemination Channels Of Agricultural Products Impact On The Information Quality

"Problems about Agriculture, Ruralareas and Farmers" has become a constraint condition of modernization and social development. The occlusion and ineffective information, which restricts social and economic development in rural areas. Under normal circumstances, the price of the development should be determined by market supply and demand. But highly fragmented market often affect agricultural production and operation of this "invisible hand" of the regulation. This makes the problem of asymmetric information in the process of the management of agricultural products is very outstanding, hurt farming phenomenon frequently, the performance of "Valley cheap hurt farmers","zo zo produced no income" and so on. Circulation of agricultural products information is producted in the entity flow from farmers to consumers, is related to the fundamental interests of hundreds of millions of farmers and daily life. Timely, accurate, useful, easy information flow is the key to solving the problem of information asymmetry.American scholar Rogers in "rural social change," said:" the lack of the understanding of farmers resulted in the failure of many development plan, to the development of a country must study the farmers". With the development of rural economy and agricultural marketization, the farmers’demand for information, especially the circulation information demand for the closest relations with production management is growing. Circulation of agricultural products information problems directly related to the farmers’income and the economic development of a region. Information must be able to meet the demand of farmers, solve the problem of information quality optimization and bring real benefits for farmers, in order to realize the value of dissemination of information. Evaluation of the quality of agricultural products circulation of information has an important significance,the significance contain to establish an effective mechanism of management and information quality, reflects the problems of information dissemination, promote the information service system for China’s agricultural products circulation.This paper includes the following six parts:1. The introduction part, mainly introduces the background of the research of agricultural products circulation information environment, theoretical significance and practical significance, studies the main problems and the research methods, etc.2. The agricultural information service status quo at home and abroad.3literature review, first,discriminat the definition and classification of agricultural products circulation of information combing research context of agricultural products circulation of information. Second, reviewed the choice of farmers access to information and research progress. Finally, evaluate the quality of information and reviewed the influencing factors.4study design part, on the basis of the theoretical model, put forward the research design and the variable is defined and measured.5. Data collection and processing part, focus on the description of data statistics, through the analysis of variance method comparing several channels of circulation of agricultural products information.6. As the conclusion part, the conclusion summarizes and points out that the management advice and insufficient research are put forwardThis research main conclusions are as follows:1. The circulation of agricultural products information mainly obvious differences between supply and demand in the agricultural science and technology information.2. The farmers need most agricultural product price information, more trust to the government reported information, when we have different media reported more rely on traditional media.3. The circulation of agricultural products information channels using frequency from high to low in turn is the government traditional channels, non-governmental traditional channels, the government of modern channels, modern non-governmental channels.4. The government of modern information usefulness than non-governmental traditional channels, the traditional information channels importance channels below modern government and non-governmental traditional channels.