Investigating The Mediating Role of Economic And Family Environment in Analyzing The Effect of Media on The Lifestyle of Rural People in Zanjan County

Document Type : Research Paper

Authors

1 MSc Student in Rural Development, Departmen t of Extension, Communication and Rural Development, Faculty of Agriculture, University of Zanjan, Zanjan, Iran

2 Assistant Professors, Department of Extension, Communication and Rural Development, Faculty of Agriculture, University of Zanjan, Zanjan, Iran

3 Professors, Department of Agricultural Development & Management, Faculty of Agricultural Economics & Development, University of Tehran, , Karaj, Iran

4 Associate Professors, Department of Agricultural Extension, Communication and Rural Development, Faculty of Agriculture, University of Zanjan, , Zanjan, Iran

Abstract

Development of new technology not only has been facilitated the rural people access to services but also has been provided the bases for transmission patterns of urban life into the rural communities through the growth of media. Then all communities in recent decades have been changed under the influence of the media on the various aspects of social, psychological, economic and physical. Therefore, this study aims to invetigate the mediating role of economic and family environment in analyzing the effect of media on the lifestyle of the rural people in Zanjan County by applying a survey method. The population of this study consisted of all rural residents in Zanjan county that through using multi-stage cluster sampling 250 respondents were selected. Questionnaires were used to collect the data. Questionnaire in addition to the individual characteristics including the main variables consisted of lifestyle (with components of social, psychological, spiritual and physical health) and environmental factors (including media, family and economic environment), which all were measured using five level Likert scale (1 = very low to 5 = very high). Data analysis was performed using SPSS20 and AMOS20 softwares. The results showed that the direct effect of media on lifestyle was negative and significant. Also the result based on bootstrap method showed that the indirect effect of media on lifestyle via the economic and family environment was significant.

Keywords

References

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Iranian Journal of Agricultural Economics and Development Research
Volume 52, Issue 1
February 2021
Pages 81-92

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