Study On The Influencing Factors Of Rural Residents' Information Consumption In The Rural Areas Of Changsha

With the development of China's information industry and the prosperity of the information industry,news consumption has become an indispensable part of people's lives.Information consumption,including the consumption of information products or information services,it can be material,such as the purchase of television,mobile phones,computers,etc.,can also be spiritual,such as the purchase of network services.At present,the level of information consumption is relatively low due to the restrictions of infrastructure environment,information market environment,income level,cultural quality,information capacity and other factors.Domestic scholars in the research on information consumption,often take a regional macro statistical data analysis to determine the influence factors of information consumption in rural areas,it is concluded that the results generally believe that the income of the farmers is primary factor restricting the consumption of information.But we can through in recent years,"home appliances to the countryside" achieved great success that has large consumption potential and consumer demand of rural residents,if we adopt the policy to stimulate or other means to guide can greatly improve agricultural dipper residents information consumption level.So it can be considered that,in addition to income factors,there are many other factors restricting the rural information consumption.Find out these factors,for the development of rural information and stimulate the rural information consumption has a more important significance.The introduction part,this paper describes the research background,purpose and significance,content and ideas,to extract the framework of this study.Theoretical research part,first of all from the macro point of view of the development of universal service and rural informatization theory.Secondly,the relevant literature from the countries and regions in the perspective of rural information consumption.Finally,from the perspective of individual consumers explore the influencing factors of consumer behavior.The third chapter defines the concept of the study,defines the scope of the study.On the basis of the above,summed up the rural residents individual information consumer behavior influencing factors model.Based on the model design questionnaire and distributed in the rural areas of Beijing,the reliability and validity analysis,descriptive statistical analysis and hypothesis testing analysis were carried out.According to the results of the data analysis,the model was revised,and finally,the factors affecting the individual information consumption behavior of rural residents were obtained.Finally,according to the theoretical and empirical research results,this paper draws a conclusion and makes a further research.This paper draws the following conclusion:the influencing factors of rural residents individual information consumption behavior according to the influence degree in descending order as follows:superiority,ease of use,subjective norm and consistency.This paper on rural informatization development and stimulate consumption in rural areas put forward the following suggestions:first of all,we should conform to the farmers'consumption upgrading trend,depend on the preferential policies,stimulating farmers information demand;second,accelerate the construction of the infrastructure of rural information service,improve the rural information service system.The innovation of this paper lies in:first,the innovation from the perspective of rural residents individual analysis influencing factors of rural information consumption;second,innovation combined with consumer behavior influence factor analysis method and rural information consumption theory,proposed the rural residents individual information consumption shadow ring factor model;third,through the issuance of the Beijing rural areas of field investigation and questionnaire,a large number of first-hand data.