社会资本视角下农民日常生活信息搜寻行为实证研究：以江苏省为例

An Empirical Study on Everyday Life Information Seeking Behavior of Peasants from the Social Capital Perspective: Taking Jiangsu Province for Example

[目的/意义]农村处于市场经济最薄弱而又受传统社会结构影响最深的地区,社会因素对农民获取日常生活信息的影响不容忽视。本研究旨在探索社会资本对农民日常生活信息搜寻行为的影响机理。[方法/过程]采用问卷调查法收集了334份江苏省农民日常生活信息搜寻行为的数据,综合利用Logit回归、单因素方差分析和多元线性回归对数据进行分析。[结果/结论]研究发现:第一,社会资本对是否选择朋友、家人、报纸、电脑和手机作为信息源有显著正向影响,农民选择日常生活信息源的个数虽然与社会资本有显著正向相关关系,但相关性却较低。第二,社会资本对农民日常生活信息搜寻绩效会产生显著正向影响,主要体现在社会资本的共享和网络维度。第三,江苏省农民日常生活信息搜寻绩效在收入、自由自配时间和区域不同水平上存在显著差异。建议今后农村信息服务机构在提供信息服务时,需要提高农民的社会资本和满足农民的信息需求。

[ Purpose/significance] Rural is the weakest market economy and affected by the traditional social struc- ture mostly. The influence of social factors on everyday life information acquisition of peasants cannot be ignored. This re- search explores the influence mechanism of social capital on everyday life information seeking behavior of peasants. [ Method/process ] The survey data （ n = 334） collected from peasants of Jiangsu province, is analyzed by logistic regres- sion, analysis of variance and multiple linear regression. [ Result/conclusion ] Study results find as follow： Firstly, social capital has a positive significant on whether peasants choose friend, family member, newspaper, computer and mobile phone as information sources, and has significantly direct positive and weak correlation on the information resource number peasants choose in everyday life information context; Secondly, social capital has a positive significant on their perform- ance, and mainly reflects in sharing and social networking dimensions; Thirdly, everyday life information seeking perform- ance of Jiangsu province＇s peasants has an individual difference on income, free times and regions. This study suggests that, when providing information service, rural information service agencies should focus on enhancing peasants＇ social capital and meeting peasants＇ information needs.