【作者】 王颖；

【导师】 谭天；

【作者基本信息】 暨南大学 ， 新闻传播学（专业学位）， 2015， 硕士

【摘要】 本研究基于创新扩散理论,以长沙县大花村农村居民为调研对象,主要通过定量研究方法探讨了当前农村手机网民的群像特征,分析了移动互联网在农村地区扩散的影响因子,并给出相应的扩散建议。本文发现,移动互联网在农村的扩散曲线基本符合罗杰斯提出的“S”型曲线,村民采用移动互联网主要是为满足其娱乐、社交和寻求讯息的需求。移动互联网在农村地区扩散的影响因素主要包括村民的大众媒介接触情况、性别、年龄、学历、职业、个人创新精神,以及移动互联网本身的兼容性、复杂性、可观察性、扩散渠道等。网速太慢、电池消耗过大、流量费用太贵等问题影响了体验。移动互联网是农村信息化的重要突破口,政府逐年出台文件以加速农村信息化的发展速度,但也面临着农村青壮年劳动力流失,农村逐渐空心化的尴尬。本文认为,各硬件生产商、应用软件商、电信运营商、地方政府等需要加强农村市场受众调研推出更精准的服务,通力合作、力求共赢,让移动互联网不再触不可及。更多还原

【Abstract】 This study was based on the diffusion of innovations theory, taking Changsha County rural residents as the research object, through quantitative research methods to discuss the current status and impact factors on the diffusion of Mobile Internet in rural areas,then put forward some suggestions. The study found that the diffusion of Mobile Internet in rural areas in line with the diffusion curve Rogers proposed an "S" curve. The villagers using the mobile Internet is mainly to meet their needs of entertainment, social,and information.By SPSS data analysis, the study concludes which affect the diffusion of Mobile Internet in rural areas mainly include villagers’ mass media exposure, gender, age,education, occupation, personal creativity and the characteristics of mobile Internet itself,such as compatibility, complexity, observability,and diffusion channels.Low speed,big battery consumption,expensive data costs and other issues affecting the experience.The diffusion of Mobile Internet plays an important role for accelerating rural informatization development. However, in the process of popularization, also facing the embarrass of the rural hollowing out is exacerbating.So,to expand the rural market of Mobile Internet, hardware manufacturers, software providers, telecom operators, local governments need to strengthen the rural market audience research to introduce more accurate service, cooperation and strive to win, Mobile Internet from rural areas is just a step away.更多还原