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Utility Drives Adoption

Understanding Internet Accessibility in Rural China

Mingrui Ye

Utility Drives Adoption: Understanding Internet Accessibility in Rural China addresses the deep digital divide in China by exploring the reasons behind the lagging adoption of the internet in rural communities. With a four-year study and in-depth investigation into a number of rural communities across China, author Mingrui Ye unfolds a picture of internet use in rural villages and answers the questions why and in what scenario rural residents will or will not adopt internet-based digital devices like laptops or tablets.

Additionally, this book contributes to diffusion theory with a newly established research model, by which new determinants responsible for internet adoption were discovered and mutual relations between influential factors at different levels revealed. A series of solutions to improve the adoption rate of the internet in rural China are suggested for implementation at multiple levels. Utility Drives Adoption not only provides a deeper understanding of internet adoption in rural communities but also revisits the theory of innovation diffusion with newly developed perspectives and research models. This book serves as a useful guide for researchers and students in relevant fields to further explore internet utility and adoption in rural China.

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Library of Congress Cataloging-in-Publication Data

Names: Ye, Mingrui, author. Title: Utility drives adoption: understanding internet accessibility in rural China / Mingrui Ye. Description: New York: Peter Lang, 2019. Includes bibliographical references. Identifiers: LCCN 2018052315 | ISBN 978-1-4331-3702-0 (hardback: alk. paper) ISBN 978-1-4331-6475-0 (ebook pdf) | ISBN 978-1-4331-6476-7 (epub) ISBN 978-1-4331-6477-4 (mobi) Subjects: LCSH: Digital divide—China. | Internet access—China. Rural population—China. | Rural development—China. China—Rural conditions. Classification: LCC HN740.Z9 I56898 2019 | DDC 303.48/330951—dc23 LC record available at DOI 10.3726/b15060

Bibliographic information published by Die Deutsche Nationalbibliothek. Die Deutsche Nationalbibliothek lists this publication in the “Deutsche Nationalbibliografie”; detailed bibliographic data are available on the Internet at

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