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Abstract: 【Objective】 The establishment of rural information service system is a systematic engineering which is influenced by various elements such as national conditions, regional characteristics, rural economic and social development. In order to understand the status quo，the effect and key influencing factors of rural information service, address the key working and then explore a mechanism of sustainable development for rural information service in new rural construction, this paper gives an analysis of the effect evaluation and influencing factors of rural information service patterns in Ningxia Hui Autonomous Region.【Method】The paper constructed a comprehensive evaluation index system for rural information service, combined with AHP and Delphi method to determine the index weight, then measured and evaluated it with Liken Scales. And what is more, it selected four factors for a fitting analysis like GDP, farmers’ culture quality, informatization input, net income per capita, network home rate, amount of information technology equipment per capita and information technology training person times seven factors of rural information service with the multiple linear regression model. 【Result】 The general level of information service was good from the sampled villages, farmers were satisfied with the content of information service and policy and legal guarantee. However, the evaluation on information capacities and construction of information resource were general according to these farmers. Rural information service was mainly relative to farmers culture quality, information input, amount of information technology equipment per capita and information technology training person times rather than GDP, net income per capita and network home rate. The more information input, the stronger the ability of farmers to accept the information, the better service effect. The more poverty backward area, the lower farmers’ culture quality got, the better effect of information service.【Conclusion】It was found that optimizing development environment was a key to solve “Last One Kilometer” of information service in rural area, information service can further expand its functions and effects in poorer regions, and moreover diversifying channels for information dissemination would greatly enhance its effects. Government should fully play a leading role in construction of rural information service system, optimize development environment of information service and speed up the popularization of portable information terminals, meanwhile, farmers’ consciousness and consumption level of information were needed to be improved .

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