江西城乡受众网络行为及影响因子考量

文章运用实证研究方法，对江西城乡受众网络行为及其与个人结构的相关关系进行了分析，揭示了影响关系中的若干变量之间起作用的强度、方向。研究结果认为：受众网络行为改变了传媒生态格局；年龄、文化程度是影响受众网络行为的重要因子，农村受个人结构因素的影响程度更大；受众利用、参与新媒体的能力欠缺。

On Network Behavior of Urban and Rural Audience in Jiangxi Province and the Affecting Elements

By means of empirical research, the paper analyzes the network behavior of urban and rural audience in Jiangxi province and its correlation with individual structure, and thus shows the strength and direction of the variables in the affecting factors. The study result shows that： the audience＇ s network behavior changes the ecological pattern of mass media ; age and education degree are two important elements that affect the network behavior of audience; rural audience is more likely to be affected by individual structure; the audience is rather weak to use or participate in the new media.