Abstrait

Study on consumer behaviors and influencing factors of the IPTV audience in rural areas-- based on a survey from the perspective of the farmers in the ningxia hui autonomous region of china

Li Jin Ma Chen, Guo Meirong, Liu Lihong

Rural informatization must take the way of low cost, strong practicability and localization. Based on the micro-data of 358 farmers' questionnaire from 44 villages in Ningxia province, this paper measures and evaluates the present status of IPTV consumption and the influence factors, finding that the farmers have a certain perception in IPTV but the application environment has not been formed. IPTV in rural area have large prospect but the cost is too high to promote quickly. It might be effective by increasing farmers' income and making the content of IPTV more local and practical to increase farmersÂÂ’ willing to use IPTV.