Analysis on Information Requirement and Influence Factors of Agricultural Products Dealers with Information Service Oriented——Based on the Survey of 356 Dealers

As the important information and logistics intermediary in agricultural supply chain, the information issue of agricultural products dealers has been ignored for long time. This paper made the questionnaire survey and unstructured interview of 356 dealers, and analyzed their information requirement characteristics and influence factors combined with factor analysis and hierarchical regression analysis. The results showed that the dealers had strong demands on specialized weather forecast information and food safety information, and their information demands was influenced by marketing character rather than human character, which meant the information service design should focus on the scale and organization type of dealers. Finally it proposed the information service design advice based on research results.