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我国农村居民的创新传播科技采纳研究：人口及行为因素的影响
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[摘要]尽管电话、有线电视、移动电话等已在我国农村社会实现了相当普及，但迄今为止有关创新传播科技在我国农村的扩散研究却付之阙如。本研究以“创新扩散”理论为架构，通过对湖北省三地农村的问卷调查，考察了我国农村居民创新传播科技采纳的现状及其内在机制。调查于2005年8月进行，回收有效问卷648份。研究发现，创新传播科技在我国农村社会的扩散情形不容乐观，城乡之间“数字鸿沟”现象的确存在且亟待克服。多元阶层回归分析发现，在人口因素、媒介使用因素和人际交往因素三者之中，人口因素对农村居民的创新传播科技采纳的影响力最大，而农村居民的大众媒介内容偏好、受访者的家庭收入和教育程度是影响其创新传播科技采纳的最主要变量。消除城乡之间及农村社会内部数字鸿沟的根本举措，在于增加农村居民家庭收入及提高其文化教育程度。
[关键词]中国农村 创新传播科技 扩散 采纳 媒介使用 人际交往
Abstract: Despite the rapid diffusion of telephone, cable, mobile phone and some other innovative communication technologies, empirical research on the diffusion of these new media in rural China is largely neglected. Based on the framework that developed from Diffusion of Innovation Theory, the current study empirically examined the current situation and mechanism of the adoption of innovative communication technologies in rural China. Investigation was conducted in August 2005 and 648 respondents inhabit countryside of Hubei Province finished valid questionnaire. Findings suggested that a relatively austere Digital Divide existing between countryside and city. Multiple hierarchical regression analysis discovered that demographic factors had more impact on the adoption of innovative communication technologies by respondents than that of media use and interpersonal communication factors. Data analysis found that among all the variables, content preference of mass media, family income and education had strongest influence on the adoption of new media. The authors suggested that the underlying methods of eliminating Digital Divide are to increase rural resident’s family income and exaltation of individual’s education.
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