Technology for Development: Understanding Influences on use of Rural Telecenters in India

In recent years, there has been an increasing use of information and communication technology as a means of improving the income and capabilities of farmers. Many large agri-business organizations, governments, and independent private firms have created telecenters to meet these goals. However, use of telecenter facilities has not met its potential. We use the technology adoption and diffusion frameworks of Rogers (adoption/diffusion, 2003) and Davis (technology adoption model - TAM, [(1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-339]) to understand factors that influence adoption and use of information technology by farmers. Based on a five-state sample of 280 farmers and agricultural workers, we identify adoption/diffusion factors that increase use of telecenters. Bivariate results support the dimensions suggested by Rogers: relative advantage, compatibility, low complexity, and observability, while also supporting the TAM factors of usefulness and ease of use. Logistic regression findings identify the most important Rogers' dimensions. Binary-independent variables of North-South telecenter location and telecenter business-independent ownership indicate North-South location influences both the models of adoption/diffusion and TAM factors, while telecenter ownership influences the model of TAM factors. The practical and government policy implications are examined.