乡村数字公共服务用户画像及分层路径研究——基于德清县调查数据

User Profiling and Stratified Pathways for Rural Digital Public Services—Evidence from Survey Data in Deqing County

摘要: 在数字乡村建设持续推进的背景下，以浙江省德清县为例，基于408份有效问卷数据，运用描述统计、列联分析、聚类分析和需求识别方法刻画乡村数字公共服务用户画像。研究发现：德清县数字公共服务使用呈现明显分层特征，年龄、收入和认知程度与居民的信息获取方式、使用频率和使用意愿存在显著关联；进一步可将用户归纳为中年基层工作群体、老年保障依赖群体、年轻返乡创业群体和中年体力劳动群体四类，不同群体在数字接入能力、平台使用水平和服务需求重点上存在明显差异。基于此，应围绕重点群体识别、分类培训引导、适老化改造和高频场景嵌入等方面优化乡村数字公共服务供给。

Abstract: Against the backdrop of the continuous advancement of digital village construction, this study takes Deqing County, Zhejiang Province as a case and uses data from 408 valid questionnaires to characterize user profiles of rural digital public services through descriptive statistics, contingency analysis, cluster analysis, and demand identification. The results show that the use of digital public services in Deqing County presents clear stratified characteristics. Age, income, and cognitive awareness are significantly associated with residents’ information acquisition channels, usage frequency, and willingness to use such services. Further analysis classifies users into four groups: middle-aged grassroots workers, elderly welfare-dependent users, young returnee entrepreneurs, and middle-aged manual workers. These groups differ substantially in digital access capacity, platform usage level, and priority service needs. Accordingly, the supply of rural digital public services should be optimized through targeted group identification, differentiated training and guidance, age-friendly platform improvement, and the integration of high-frequency service scenarios.