农民对农业网站认知和使用行为调查分析

发布时间：2018-03-23 12:08

本文选题：农民　切入点：农业网站　出处：《沈阳农业大学》2017年硕士论文

【摘要】：随着信息技术的不断创新及普及,社会经济发展与信息化的联系越来越密切,社会经济发展与信息化的联系越来越密切,社会生活的方方面面几乎都处于信息化的改革中。农业作为国家生产的重要性基础行业,也与时俱进的处于信息化发展趋势中。农业信息网站是农业信息化的重要部分,也是社会团体及农户,展示形象、宣传产品、学习农业技术的重要手段和阵地。农业网站作为农业信息化建设中的重要角色,引导广大农民迈入信息化的大市场中,在中国农业信息化进程中起着关键的作用。农民作为农业网站的使用群体,对于农业网站的认知和使用依然缺乏了解,因此应该让农民了解和认识农业网站,并在农民本身的生产、生活等方面方面有何重要作用,增加农民使用农业网站的频率。本文在通过相关文献阅读的基础上,以及对农业网站相关资料的收集,确定相关研究方向与方案。本文选择辽宁省朝阳市凌源市作为调查地点,了解农民互联网使用现状,通过查阅文献法、问卷调查法和描述性统计分析法,分析农民对农业网站的认知和使用行为,揭示农民对农业网站的认知状况及使用状况,在此情况下通过使用行为分析其影响因素,并以金农网为例,具体分析农民对金农网认知和使用行为。研究发现,在农民对农业网站认知方面,农民虽然对代表性农业网站知道较多,但是农业网站了解程度还有待进一步提高,与此同时多数农民表示农业网站难易程度一般对其帮助较大,可以接受并能够学会,对农业网站有浓厚兴趣。在农民使用农业网站方面,手机成为农民使用农业网站的主要设备,但是农民使用农业网站频率偏低,持续时间不长,仅仅停留在登录或浏览,农民使用的农业网站功能及内容呈现出简单化,单一化特征。在案例研究方面,通过对金农网的认知和使用行为分析,得出关于网站认知和使用行为方面相关启示,并对金农网信息服务方面提出调整网站服务对象,完善网站服务建设,提高网站信息服务质量,增强核心竞争力,进行网站构思创新,完善网站总体设计等建议。本文认为,影响农民使用农业网站的主要因素,包括农民基本特征因素、信息因素、网络设施条件因素和社会环境因素等四个方面。具体而言,农民使用农业网站一是受文化程度的影响,二是是受技术培训、信息获取途径在内的信息因素影响,三是是受农民家中装有宽带网络及无线路由器、拥有手机或电脑等在内的网络基础设施条件的影响,四是受农民本身职业类型、人际关系、广告和国家政策等在内的社会环境的影响。通过本次研究,了解农民对农业网站认知和使用行为,得出农民使用农业网站的影响因素,并在此基础上为如何提升农民信息化能力提出合理化建议。
[Abstract]:With the continuous innovation and popularization of information technology, with the social and economic development and the information technology is becoming more and more closely, with the development of social economy and the information technology is becoming more and more closely, all aspects of social life are almost in the reform of information technology in agriculture. As the foundation industry of national production, the development trend is also advancing with the times in the information.. agricultural information website is an important part of agricultural informatization, but also social organizations and farmers, to display the image, promotional products, an important means of learning and position of agricultural technology. The agricultural website as an important role in agricultural information construction, guide farmers into the information market, plays a key role in China agricultural informatization in the process of farmers. As agricultural websites use group for cognition and the use of agricultural websites still lack of understanding, it should allow the farmers to understand And the understanding of agricultural website, and in the production of farmers, what an important role and other aspects of life, increase farmers to use agricultural site frequency. In this paper, through literature reading, and the collection of agricultural website related data, determine the research direction and method. This paper chooses Chaoyang City Lingyuan city of Liaoning Province as investigation where farmers understand the Internet use of the status quo, through literature method, questionnaire survey method and statistical analysis method, analysis of farmers' cognition of agricultural websites and use behavior, reveal the cognitive status of agricultural network station and using condition, in this case through the analysis of the influence factors of using behavior, and to McKinnon network as an example the analysis of gold farmers, agricultural net cognition and behavior. The study found that farmers in the cognition of agricultural website, although the farmers on behalf of agriculture website to know more, But the agricultural website level remains to be further improved, at the same time most farmers agriculture website ease to help large, can accept and can learn, have a strong interest in the agricultural website. In terms of farmers to use agricultural website, mobile phone has become the main equipment for farmers to use agricultural sites, but farmers to use agricultural sites of low frequency, duration time is not long, just stay in the login or browsing the website function and content, the agricultural farmers use shows a simple, single feature. In the case study, through cognition and usage of Jin Nong network analysis, draw relevant Revelation on the website of cognitive and behavior, and puts forward the adjustment of website service objects to McKinnon network information service, improve service website construction, improve website information service quality, enhance the core competitiveness of the website design innovation, end Good website design and so on. This paper argues that the main factors affecting farmers to use agricultural sites, including the basic characteristics of farmers' factors, information factors, four aspects of network infrastructure and social environment factors. Specifically, farmers to use agricultural website is affected by the degree of two, is a technical training access to information information, factors of influence, the three is a farmer home equipped with broadband network and wireless router, network infrastructure has a mobile phone or computer, the four is affected by the farmers themselves occupation type, interpersonal relationship, influence of advertising and national policy, the social environment through the research. Understanding of agricultural website, cognition and behavior, factors that influence farmers to use agricultural website, and on this basis to put forward reasonable how to improve farmers' information ability Suggestion.

【学位授予单位】：沈阳农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.3

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