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| Research object | First level influencing factors | Two level influence factors |
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| Influencing factors of rural information demand | Environmental factors | Fixed coverage of administrative villages X1 |
| Number of cable TV per 1000 people X2 |
| Optical fiber length per 100 square kilometers X3 |
| TV coverage rate X4 |
| Number of information talents per 10000 people X5 |
| Number of students per 1000 students X6 |
| The number of computers per 100 households in rural areas X7 |
| The number of TV sets per 100 households in rural areas X8 |
| The number of mobile phones per 100 households in rural areas X9 |
| Number of Internet users per 10000 X10 |
| Rural per capita postal volume X11 |
| Fixed investment in telecom industry accounts for the proportion of total social investment X22 |
| Fixed investment in the information industry accounts for the proportion of fixed asset investment in the whole society X13 |
| Main factors | Sex X14 |
| Age X15 |
| Marital status X16 |
| Health X17 |
| Cultural level X18 |
| Occupation X19 |
| Personal income X20 |
| Experience of going out for work X21 |
| Family factors | Number of family members X22 |
| Number of family labor force X23 |
| Number of male family members X24 |
| Number of family members X25 |
| Source of family income X26 |
| Family happiness index X27 |
| Economic factors | Per capita income of farmers X28 |
| Source of farmers’ income X29 |
| Per capita disposable income of farmers X30 |
| Geographical factors | Distance from county highway X31 |
| Distance from provincial highway X32 |
| Distance from town center X33 |
| Distance from county center X34 |
| Cognitive factors | Knowledge of information X35 |
| Awareness of information acceptance X36 |
| The ability to receive information X37 |
| Policy factors | National informatization policy X38 |
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