Abstract:

In purpose of digging deep into the main rural information service (RIS) mode and its service effective under the background of “Internet +”, this paper proposed the connotation and characteristic of some kinds of RIS mode innovation and their typical application. Further, this paper built an evaluation index system of RIS effective base on the ICT SERVQUAL model, and then took Beijing as an example, this paper assessed the service effectives through four aspects such as agricultural production service, residents living service, ecological leisure services and scientific and technological demonstration using composite synthesis method. Conclusions showed that cloud service, big data service, integration information service platform and rural area ecommerce O2O, rural SNS, etc. are the main innovation mode of RIS. It also showed that the general service level of RIS in Beijing reached at 0.64. Counting existing problems such as information asymmetry, information flow without pertinence and effectiveness, some suggestions, like mine the valuable information from big data, explore various RIS mode, and cultivate farmers’ information literacy, were put forward finally.

Key words: Rural information service, Mode innovation, Service effective evaluation, Internet connect