Research On The Satisfaction Of Public Agricultural Information Service Of Large-scale Farmers In Chengdu

China is in an important stage of modernization and transformation,and the "Three Rural" issue is the top priority of the whole party’s work,It is particularly important to promote the modernization of agriculture and rural areas and revitalize the countryside.In today’s society,Information has become an important productive force,However,information poverty hinders rural development.Therefore,the Ministry of Agriculture launched the "Information into Villages and Households" project,the purpose is to penetrate the productive and living information resources into the rural areas,so that farmers can enjoy information services.Agricultural information service is an important content,it is a rural productive information service.Because it is related to "agriculture,rural areas and farmers",it is mainly supplied by the government and is recognized as a public product.It involves a series of agricultural information before,during and after agricultural production,which guides farmers’ production and management decisions,and plays a positive role in revitalizing rural economy,agricultural transformation and farmers’ income increase.However,as existing research has shown that there are some problems with agricultural information services.The research focus has gradually shifted from the perspective of supply to the perspective of demand and then to the perspective of combining supply and demand,but there are few studies on farmers’ satisfaction,which is a direct manifestation of supply effectiveness.Therefore,this paper will carry out an empirical study on the satisfaction of farmers,and put forward suggestions for improvement based on their needs.At the same time,due to my country’s encouragement of moderate scale operations,a large number of large-scale farmers have emerged,becoming the main force in the transformation of agricultural modernization.This paper will take the large-scale farmers in Chengdu as the research object,study the effectiveness of public agricultural information service supply,and put forward improvement suggestions based on the research conclusions.Based on the public goods theory and expectation inconsistency theory,this paper starts from the perspective of public agricultural information dissemination,and draws on relevant researches on the connotation of public agricultural information services and public service satisfaction,and uses structural equations to build a public agricultural information service satisfaction model based on PLS-SEM,then,clarify the structural variables and measurement variables of the model.Through the survey data of large-scale farmers in Chengdu,this paper uses Smart PLS software to verify the research model and research hypothesis,to test the correlation,impact path and significance of each variable,and to determine the content of the impact satisfaction evaluation,then calculate the satisfaction index,and combine it with the results of the demand survey to put forward improvement suggestions.The main conclusions of this paper are as follows: First,information resources,information service channels,information service process,and demand difference perception have a positive impact on public agricultural information service satisfaction.Second,the public agricultural information service has achieved preliminary results and can meet some of the needs of large-scale farmers,but the overall level of satisfaction index is not high.It is necessary to further strengthen the effective supply from the aspects of information resource development,service channel capacity and service process capacity to improve farmers’ satisfaction.Third,large-scale farmers have real needs for agricultural-related information services,but there are actually some supply and demand deviations,which are manifested in the mismatch of supply and demand content and supply and demand channels.In the future,according to the principle of farmers’ needs and combined with the satisfaction situation,we should give priority to information services with high demand intensity,and gradually improve the public agricultural information services capacity.