Abstract:

Based on information services, information behavior and other related theories，this article puts forward the basic hypothesis of the farmers’ information service consumption of professional cooperatives. Using structural equation software AMOS 7.0，the author makes an empirical research through questionnaire，and verifies the influence factors assumption of information service consumption behavior of the farmers’ professional cooperatives. The study finds that information service needs, value perception, subjective norms, attitudes, price, trust, availability, and risk tolerance are the main factors. And these factors are affected by the cooperative’s own conditions.

Keywords: Information service；Information consumption；Information service consumption；Farmers&rsquo, professional cooperatives；Information behavior