從資訊來源觀點探討農民資訊尋求行為

Exploring Farmers' Information Seeking Behavior from the Perspectives of Information Channels

本研究使用深度訪談法及資訊視域圖探討15位臺灣中部地區農民的資訊尋求行為，發現農民工作角色的增加使得所需的資訊種類相當多樣化，而多樣化的資訊種類係透過六大類資訊來源取得資訊，其中人際網絡是農民資訊來源的首選，其他農友是最多受訪者優先考慮對象；其次是農業機構與農民團體，再其次是網路資源，甚少農民會利用圖書館取得所需資訊。研究發現許多因素相互影響農民選擇資訊來源，加上農民於資訊尋求過程中所遭遇的困難，建議在農業資訊傳播方面，政府農業相關機關應重視人際網絡對農民傳播農業資訊的重要性，加強農業推廣人員與農民的溝通，另要提供符合農民需求的訓練課程與注意開課時間的適當性，以及改善農民的資訊素養能力。

This study used an in-depth interview and information horizon maps to investigate information seeking behavior of 15 farmers in Central Taiwan. The results show that increased work roles led to more categories of information needed by farmers. Six types of information sources were used by farmers to obtain agricultural information. Interpersonal network was the most preferred information source by farmers. Especially, most farmers contacted other farmers first. Requesting agricultural organizations and farmer groups was the second preferred information source, followed by searching the Internet. Few farmers obtained information from libraries. Several factors affected farmers to select information sources. In addition, barriers to seeking agricultural information faced by farmers were identified. To strengthen the effect of agricultural information dissemination, some suggestions were made. Government agencies related to agriculture should focus the greatest influence of interpersonal network on disseminating agriculture information and improve the communication between agricultural extension agents and farmers. The content and time of agricultural courses were set based on farmers' needs. Improving farmers' information literacy is an essential issue as well.