Documentation, Informaiton & Knowledge ›› 2024, Vol. 41 ›› Issue (1): 133-142,154.doi: 10.13366/j.dik.2024.01.133

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An Empirical Study on the "Empty-Nest" Farmers' Communication Behavior of Benefiting-Farmers Information

HUANG Junfeng1, LUO Xianchun2   

  1. 1. Library of Guilin University of Aerospace Technology, Guilin, 541004;
    2. Law and Public Management School, Jishou University, Jishou, 416000
  • Online:2024-01-10 Published:2024-03-04
  • Contact: Correspondence should be addressed to LUO Xianchun,Email:Luoxc36@126.com, ORCID:0000-0002-7165-842X
  • Supported by:
    This is an outcome of the project "Study on the Evolution, Measurement and Improvement of Rural Dissemination Efficiency of Government Information that Benefits Farmers"(72064013)supported by National Natural Science Foundation of China and the University-Level Research Project "Research on the Library Service Mechanism of Information that Benefits Farmers Dissemination in Rural Areas"(XJ22KT01)supported by Guilin University of Aerospace Technology.

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.

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