The Impact of Information Needs and Extension Training on Information Seeking Behavior of Rice Farmers in Sari, Mazandaran

Proper presentation of information to meet the needs of rice farmers is possible through communication channels and various sources, and improving the process of obtaining information requires investigating the information seeking behavior of rice farmers. Identifying the factors influencing this information seeking behavior, such as information needs and extension training, is also very important. In this regard, this study aimed at investigating the impact of information needs and extension training on information seeking behavior of rice farmers in Sari County in 2021. The statistical population of study includes rice farmers of Sari County in Mazandaran Province (N=24502). According to Cochran formula, 273 rice farmers were selected as a statistical sample. Data were collected using a researcher-made questionnaire. The questionnaire was divided into three main sections: participation in extension training, information needs, and information seeking behavior. The content validity of the questionnaire was confirmed by experts' opinions. Also, based on the Average Variance Extracted (0.501>AVE<0.617) and Composite Reliability (0.833>CR<0.935), the questionnaire had a convergent validity and appropriate reliability. SPSS16 and Smart PLS2 software were used to analyze the data. The results of structural equation modeling showed that information needs and participation in extension training had a positive and significant impact on information seeking behavior. Information needs and participation in extension training explained about 46 percent of variance of the information seeking behavior.