直播电商情境下新农人媒介素养量表开发与验证  

Development and Verification of New Farmer Media Literacy Scale Under the Context of Live Streaming E-commerce

作　　者：罗敏 徐生菊[1] LUO Min;XU Sheng-ju(School of Finance and Economics,Qinghai University,Xining,Qinghai 810016)

机构地区：[1]青海大学财经学院,青海西宁810016

出　　处：《安徽农业科学》2025年第5期213-216,255,共5页Journal of Anhui Agricultural Sciences

摘　　要：为开发测量直播电商情景中新农人媒介素养量表,通过对相关文献的梳理以及结合“三农”情境,在借鉴联合国教科文组织全球媒介信息素养评估框架的基础上,选取技能、知识、情感3个维度共13个题项来衡量新农人群体的媒介素养,共收集375份有效问卷数据并分成2组,分别进行量表数据的信度、探索性因子和验证性分子分析,最终形成包含12个题项的新农人媒介素养量表,旨在明确衡量新农人群体媒介素养水平,对于实现“三农”发展、乡村振兴具有实践意义。To develop the measurement of the new farmers media literacy scale,through the relevant literature and combined with agriculture,rural areas and farmers situation,on the basis of the UNESCO global media information literacy assessment framework,we selected three di-mensions of skills,knowledge,emotion,as well as 13 items to measure the new farmers media literacy.A total of 375 valid questionnaire data were screened and were divided into two groups.The scale data reliability,exploratory factor and confirmatory molecular analysis were carried out.Finally,the new farmer media literacy scale with 12 items was formed.This research clearly measured the media literacy level of new farmers,it had practical significance for achieving the development of agriculture,rural areas and farmers and rural revitalization.

关 键 词：直播电商 新农人 媒介素养 量表开发与验证 

分 类 号：F724.6[经济管理—产业经济]