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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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List of Figures

Extract

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FIGURES

Figure 1.1: Rural Residents’ Behavior in Using the Internet via Mobile Phone (Qin 2009).

Figure 3.1: Categorized External Objects in Diffusion of Innovations.

Figure 3.2: Identity Theory.

Figure 3.3: Interpretation of Innovations: Interactions With Social Settings, Immediate Environment and Self (ISIS).

Figure 4.1: Integration Models of the Outflow of Rural Products.

Figure 4.2: Trading Model of Shaji Town.

Figure 4.3: Allocation of Rural Households Yearly Income.

Figure 6.1: Annual Per Capita Income of Rural and Urban Households 2000–2011.

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