Factors affecting ICT adoption among rural users: A case study of ICT Center in Iran

Rural ICT centers are the initiative of the third millennium and widen the accessibility horizons of information and Communication Technology among disadvantaged groups of societies, and play a significant role in rural development processes. Adoption of new technology in rural Iran has been the main challenge and focal point of all agricultural extension activities since the modernization era of the 1950s. Consequently the rapidly growing gap between urban and rural economy has reinforced the critical role of ICT in creating an equal society. Identifying the factors which foster adoption of ICT is among the important challenges of alleviating digital divide. ICT centers attract different groups within rural communities and create a forum for unprivileged rural settlers to learn about and to use computer and internet. This paper attempts to identify the factors influencing the adoption of ICT in rural Gharn Abad's ICT center of Golestan Province. The sample included 218 individuals, who were selected by stratified random sampling method. Survey method was used, and data was analyzed by correlation as well as multiple regression techniques. Based on the results, the existence of ICT center itself, with various funding sources, reinforced the adoption regardless of the users' economic status. At the same time, the other factors such as individual, social, the households' informative & communicative, as well as the innovation related factors were found influential. This case study could be used as a sample for planning, establishing, and developing the ICT centers in the other similar situations. (C) 2013 Elsevier Ltd. All rights reserved.