关键词: 惠农信息传播, 惠农信息服务, 农民群体, 信息利用行为, 空巢化乡村, 乡村振兴

Abstract: [Purpose/Significance] From the perspective of public audience division, this paper explores the characteristics of communication behaviors of benefiting-farmers information of the guard-nest, amphibious and empty-nest farmers under the trend of population empty-nest and the differences in communication behavior among farmer groups. [Design/Methodology] Adopting the framework and questionnaire based on the 5-stage model of innovative information dissemination, this paper conducts statistical analysis and comparison of the communication behavior of each farmer group during the diffusion process of benefiting-farmers information using the Coefficient of Variance calculation of SPSS. [Findings/Conclusion] The results show that the communication behavior of the three farmer groups are with significant differences in the cognition, decision-making, and implementation stages during the dissemination of benefiting-farmers information. Based on the conclusion of the analysis, the corresponding countermeasures are proposed to improve the effectiveness of benefiting-farmers information dissemination in favor of agriculture. [Originality/Value] This paper extends the target audience of benefiting-farmers information communication services to "non-agricultural" farmers who are not engaged in agricultural production, and the three-group categorization of farmers proposed in this paper will offer new theoretical support for the differentiated and precise services provided by the government.

Keywords: Benefiting-farmers information communication, Benefiting-farmers information services, Farmer group, Information utilization behavior, Empty nest village, Rural revitalization