Research On The Peasants’ Health Information Avoidance Behavior

General secretary Xi Jinping put forward the strategy of Rural Revitalization for the first time in the 19th National Congress of the Communist Party of China,which is an important follow-up for the work of agriculture,rural areas and peasants in the new era.The focus of "Rural Revitalization" is not only on the revitalization of economy and industry,but also on the health level and the information gap of peasants.Although the relevant government departments and grass-roots medical and health institutions provide a variety of health information services for peasants,but the health problems and information poverty in rural areas are still the key problems of poverty alleviation.At present,there are still a large number of peasants who are affected by various factors(such as cognitive bias,information poverty and economic poverty),so that they will avoid health information in the early stage,even in the middle and late stage,and delay the best period of disease treatment.How do peasants deal with various diseases?Why do they take the initiative to avoid these quality health information services?How to avoid health information?How to provide better health information services for peasants?Based on this series of questions,this study focuses on the health information avoidance behavior of peasants in Jiangsu Province.First of all,from the two dimensions of information avoidance behavior and peasants’ health information behavior,this paper systematically combs the relevant research at home and abroad,and points out the enlightenment and shortcomings of the current research.On the basis of literature review,this paper defines the concept of health information,peasants’ characteristics and information avoidance,and puts forward the definition of peasants’ health information avoidance in this study.Then,from the perspective of uncertainty theory,perceived risk and process,the concept model of peasants’ health information avoidance behavior is constructed.The model takes different disease risk levels as its hierarchy,and creatively proposes to take the time of health information behavior as the axis to explore the characteristics of peasants’health information avoidance behavior in the stage of information demand,information acquisition,information utilization and information exchange.After that,the interview outline is designed through the conceptual model.The outline of the interview is divided into two parts:demographic information and four disease risk situations.According to the geographical location and economic level in Jiangsu Province,three counties and districts in southern Jiangsu,middle Jiangsu and northern Jiangsu were selected for seven formal interviews,and 45 peasants’ interview texts were obtained.Then,the qualitative analysis method is used to analyze the avoidance strategy and degree of peasants.It is found that the degree of peasants’ health information avoidance can be divided into two types:comprehensive avoidance and selective avoidance,which are mainly by selective avoidance.Comprehensive avoidance are mainly in the demand stage,selective avoidance are mainly in the acquisition stage.The same avoidance strategy will appear repeatedly in different situations.For example,in addition to the physical examination situation,the strategy of "delayed treatment"appear in all three other situations.Next,we use the coding method of grounded theory to extract the concept of interview text and analyze the coding.After the open coding,12 kinds of information avoidance reasons were identified,and the core factors are"perceived risk","health literacy level","emotion","economy","small world","cultural level".After coding the main axis,six categories are defined,including cognition,individual characteristics,emotion,social culture,time and economy.In addition,the degree,strategies and causes of information avoidance in each situation are correlation analysis.At the same time,social network analysis software is used to visualize the relationship between avoidance strategies and causes,and then find the relationship between them.Finally,according to the research and analysis results,from the perspective of information demand,information dissemination,information acquisition and information exchange,the corresponding suggestions to reduce the occurrence of health information avoidance behavior of peasants are put forward,including:signing family doctors,popularizing medical knowledge,improving medical level,setting up basic health deposit,actively improving their information awareness and establishing rural health communication community,etc.