Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)

Abstract

A Study on Factors Affecting the Adoption of Information and Communication Technology in Rural Areas of India

Author(s): Rajshree Yadav, Reshma Nasreen, Asad Ahmad

Objectives: The central issue addressed in this paper is to understand the significant factors affecting rural consumers' Intentions to adopt ICT devices post Covid-19 with the help of the Technology Adoption Model (Modified TAM).

Method: Primary Data of 580 samples (316 male and 264 female) from villages of Rajasthan, Uttar Pradesh, and Haryana were collected using a self-administered questionnaire in regional language, and data was analyzed using EFA (Exploratory factor analysis) and SEM (Structural equation modeling) through SPSS 22.0 and ANOVA 22.0.

Findings: Rural consumers have a moderate attitude toward adopting ICT Devices. Furthermore, the study's findings revealed that perceived ease of use has a significant impact on attitude and Intention to use various ICT devices, whereas perceived usefulness does not significantly influence the attitude of rural consumers.

Novelty: The robustness of modified TAM is studied in Rural Context, and how it can be strengthened is discussed in this paper.

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