随着中国国内市场经济的发展,农业愈来愈迫切需要市场信息的扶持.文章以新疆10个县28个乡为调查研究区域,使用二元logistic模型从户主特征、家庭特征、地区经济发展水平和其他特征研究影响农业信息服务内容供求结构性失衡的因素.研究表明:不同经济发展水平的地区信息内容失衡程度差异显著,经济发展水平越高,对降低农户所需要的农产品价格、供求方面的信息失衡有显著影响;汉族、年龄大、受教育程度高和家庭社会关系越多,对降低信息服务内容失衡有显著影响;手机、联网电脑等新兴媒介对降低农户信息服务失衡无显著影响,而传统媒介电视仍在农户搜集信息方面起到重要作用,但作用有限,合作社和农民信息协会在失衡影响因素中表现并不显著,这表明现有信息服务体系仍不健全,政府应根据农户特殊需求建立有效的信息服务平台,并提供更加完善的服务.通过分析发现:政府需要在欠发达和不发达地区加大信息供给强度,引导信息服务市场化;完善农户信息需求表达机制,针对农户的需要提供真实有效的信息;丰富服务方式,完善手机、电视、网络等平台为农户提供信息;完善农村信息供给渠道,增强合作社、农民信息协会提供信息服务的功能等建议.%With the development of Chinese domestic market economy,the market information is becoming more and more urgent to support agriculture.Based on the investigation in 28 townships of 10 counties in Xinjiang,this paper analyzed the influence of agricultural information service content on structural unbalance of supply and demand using logistics model.The results showed that:the regional information contentsin different economic development level were significantly different,the higher the level of economic development,the more need to reduce the price of agricultural products.The imbalance of supply and demand had a significant impact;Han nationality,age,education level,and family social relations had significant impact on reducing the imbalance of information services;new media such as mobile phones,internet and other media had no significant effect on the imbalance of farmers' information service,traditional TV media still had limit effect in the farmers collecting information,and the cooperatives and farmers information association were not significantfactors.It suggested that the government should respect the special need of farmers and establish an effective information service platform,provide more perfect service in the less developed and undeveloped areas,guide information services market,improve farmers' information demand expression mechanism,enhance the supply of rural information channels,and so on.
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