农产品销售信息网络传播之形态分析与效果研究——以福建省南平市为例  

Forms and Effects of Network Transmission of Agricultural Produce Sales Information:Case Study of Nanping

作　　者：方婵娟[1] FANG Chanjuan(School of Humanities and Teacher Education, Wuyi University, Wuyishan 354300, China)

机构地区：[1]武夷学院人文与教师教育学院,福建武夷山354300

出　　处：《中北大学学报（社会科学版）》2022年第2期58-62,68,共6页Journal of North University of China：Social Science Edition

基　　金：2020年度福建省中青年教师教育科研项目:农产品销售信息网络传播:形态分析与效果研究(JAS20392)。

摘　　要：基于农产品销售信息网络传播形态的理论研究,本文应用福建省南平市的调查资料,对农产品销售信息网络传播的形态及其效果进行了实证分析。研究结果表明,受众感受到“训示”的农产品销售信息网络传播形态越多,其顺从行为越少,投机行为越多,受众的接受度、满意度及其对农产品销售信息的认同度越低;而当受众感受到“交谈”“协商”“登录”的农产品销售信息网络传播形态越多,其顺从行为越多,投机行为越少,受众的接受度、满意度及其对农产品销售信息的认同度越高。由此,提出农产品销售信息网络传播形态从“训示”向“交谈”“协商”“登录”转变的对策建议。This paper investigates the forms and effects of network transmission of agricultural produce sales information in Nanping,Fujian,and finds that the more prescriptive information people receive the less they follow and satisfy the information,and the more negotiable information they receive the more they recognize and follow the information,in contrast.Therefore,this paper suggests that the transmission of agricultural produce sales information should change from the form of instruction to the forms of negotiation and consultation.

关 键 词：农产品 销售信息 网络传播 形态 效果 

分 类 号：F323.7[经济管理—产业经济]