农产品销售信息网络传播之形态分析与效果研究——以福建省南平市为例

Forms and Effects of Network Transmission of Agricultural Produce Sales Information:Case Study of Nanping

基于农产品销售信息网络传播形态的理论研究,本文应用福建省南平市的调查资料,对农产品销售信息网络传播的形态及其效果进行了实证分析。研究结果表明,受众感受到“训示”的农产品销售信息网络传播形态越多,其顺从行为越少,投机行为越多,受众的接受度、满意度及其对农产品销售信息的认同度越低;而当受众感受到“交谈”“协商”“登录”的农产品销售信息网络传播形态越多,其顺从行为越多,投机行为越少,受众的接受度、满意度及其对农产品销售信息的认同度越高。由此,提出农产品销售信息网络传播形态从“训示”向“交谈”“协商”“登录”转变的对策建议。

This paper investigates the forms and effects of network transmission of agricultural produce sales information in Nanping,Fujian,and finds that the more prescriptive information people receive the less they follow and satisfy the information,and the more negotiable information they receive the more they recognize and follow the information,in contrast.Therefore,this paper suggests that the transmission of agricultural produce sales information should change from the form of instruction to the forms of negotiation and consultation.