农民信息意识对农民行为的影响分析——以江苏省仪征市为例

Studies on Influence of Farmers' Informational Consciousness on Their Behaviors, a Case Study on Yizheng City of Jiangsu Province

农民的信息意识决定农民对科技信息的采纳行为。文章通过对江苏省仪征市11个乡镇的实地调查结果,将农民信息意识划分为信息认知、信息情感、信息行为倾向三个发展阶段,总结概括出弱信息意识被动型、弱信息意识主导型以及强信息意识主导型三种农民信息意识对农民行为的影响机制。在此基础上,提出了四种从农民信息意识出发引导农民行为改变的模式:科技培训模式、行为诱导模式、专业化服务模式以及市场化服务模式。

The farmers＇ behaviors were depended upon their informational conscious. The studies showed that there were three phases in farmers＇ informational consciousness, i.e., information perception, information sensibility and information behavior tendency. Also, there were three mecha- nisms by which farmers＇ behaviors were influenced by their informational consciousness, which is called weak information consciousness passivity, weak information consciousness initiative and strong information consciousness. The findings were from a survey in 11 towns of Yizheng city, Jiangsu province. Suggestions to improve farmers＇ behaviors change were put forward, which includes four measures, i.e. training, inducing, specialized technical service and marketing service.