Investigation Information Seeking Behavior of Grape Producers in Zanjan Province and Factors Affecting It

The purpose of this study was to investigate factors affecting grape producers information seeking behavior in Zanjan province. The research kind was descriptive- correlation and survey method was used. The statistical population consisted of grape producers in the 2014 cropping seasons (N =32871). Using Krejcie and Morgan's (1970) Tale, 379 grape producers were selected as sample (n =379). Samples were selected through stratified random sampling method. Data were collected by using questionnaire, which was validated by a panel of agricultural extension and education and horticulture experts and the reliability was gained through a pilot test with Cronbach's alpha coefficient between 0.73 to 0.86. Data were analyzed by using SPSS statistical software. The results of the research showed that there was a significant correlation between agriculture’s age, household size, grape producing experience, agricultural experience, participation in educational and extension programs, grapes garden area, aqueous grape garden area, dry grapes garden area, agricultural service center distance from the garden, the garden distance from the city, grapes producing annual revenues, the number of grape varieties produced and the amount of information needs with information seeking behavior. The findings of regressions revealed that the amount of the information needs, family size, grapes production annual income, area gardens of grapes and number of grape production varieties explained 29 percent of the variation in information seeking behavior.