甘肃中药材交易中心新媒介使用效果调查研究.pdf

甘肃中药材交易中心新媒介使用效果调查研究 中文摘要 陇西县作为甘肃省中药材种植和交易的重要地区之一，对全省中药材产业的 发展具有重要作用。本文通过问卷调查和深度访谈的方式，以甘肃中药材交易中 心新媒介的应用效果为研究对象，深入探讨了本地中药材生产和经营用户对新媒 介的使用情况，并在此基础上分析研究其使用效果。研究发现：不同形态的媒介 使用产生的效用不同，所以使用效果存在差异，不同媒介形式互为补充，共同发 挥效用；新媒介的应用初步转变了传统的交易方式，线上交易与线下交易开始结 合，但总体来看，传统交易方式仍占主流；目前由于平台公信力较低，信息供给 与实际信息需求不符，导致目前新媒介平台的信息尚不足以满足用户需求；新媒 介平台促使更多中药材商互联网意识的觉醒，开始尝试使用互联网解决问题。 关键词：甘肃中药材交易中心，新媒介，媒介效果，陇西县 I GANSU TRADITIONAL CHINESE MEDICINE TRADING CENTER INVESTIGATION AND RESEARCH ON THE USE EFFECT OF NEW MEDIA Abstract Longxi county, as one of the important areas of planting and trading of traditional Chinese medicine in Gansu province, plays an important role in the development of traditional Chinese medicine industry in Gansu province. By means of questionnaire survey and in-depth interview, this paper takes the application effect of new media in Gansu TCM trading center as the research object, deeply discusses the use of new media by local TCM production and business users, and analyzes and studies its use effect on this basis. The research found that: different forms of media use produce different utility, so there are differences in the use effect. Different forms of media complement each other and jointly play a role. The application of new media has initially changed the traditional trading methods. Online trading has started to combine with offline trading, but in general, the traditional trading methods still occupy the mainstream. At present, due to the low credibility of the platform, the information supply is inconsistent with the actual information demand, resulting in the current new media platform information is not enough to meet user demand; The new media