Analysis of Farmers' Information Acquisition Behavior for Digital Inclusion: Group Focus and Practical Concerns

Abstract

[Purpose/Significance] In the era of mobile Internet, mobile phones are the most important information access tools. From the perspective of mobile phone use, this paper examines and reveals the information acquisition behavior of farmers, explores the information gap in rural areas, analyzes the characteristics of the information acquisition behavior of key groups, and provide insights into how to improve the information acquisition behavior and narrowing the information gap. The significance of the research is that, with a focus on digital inclusion, we start from the inclusive feature of the Internet and modern information technology, find out the key groups to pay attention to in the information gap, and put forward ideas on how to realize digital inclusion from the perspective of farmers' information acquisition and needs. [Method/Process] Based on the rural sample survey at the national level, principal component analysis and RIF regression analysis were used to measure farmers' information acquisition behavior and identify the role of key influencing factors in improving information acquisition behavior. This study analyzes farmers' information acquisition behavior from the perspective of mobile phone use, describes the micro characteristics of the information gap in rural areas, and makes the conclusion more scientific and generalizable based on the sample survey of farmers at the national level. [Results/Conclusions] The low "long tail" group in the evaluation results of farmers' information acquisition behavior exists in the aged people groups and the groups with the education level below junior middle school, which highlights the phenomenon of information gap in rural areas. Key explanatory variables have a more pronounced marginal effect on groups with low evaluation results of information acquisition behavior (below the median). Improving the impact of mobile phone use among key groups such as the elderly and the undereducated makes an important contribution to narrowing the information gap, which reflects the inevitable requirement of the concept of digital inclusion. Based on the improvement of network facilities, it is also necessary to pay attention to the use of mobile phone functions and information content acquisition of key groups, strengthen the accuracy of information supply, activate the information needs of key groups, and improve the adaptability of such groups in the digital environment. There are still more relatively poor and aging groups in rural areas, which need to be included in the digital inclusion path, improve the situation of vulnerable groups in the digital age, and provide the means to realize people's needs. Future research will pay more attention to promoting the provision of high-quality public service resources through digital tools, realizing the continuous empowerment of digital technology for rural development, and improving the digital literacy of citizens, especially rural residents.

Keywords

• digital inclusion|information acquisition|information divide|information demand|digital literacy