Closing the rural broadband gap: Promoting adoption of the Internet in rural America
Telecommunications Policy, 31 (6):
359-373 (July 2007)M3: Article; LaRose, Robert 1 Email Address: larose@msu.edu Gregg, Jennifer L. 2 Strover, Sharon 3 Straubhaar, Joseph 3 Carpenter, Serena 4; Affiliations: 1: Department of Telecommunication, Information Studies, and Media, 409 Communication Arts Building, Michigan State University, Michigan 48824, USA 2: Department of Communication, University of Louisville, USA 3: Department of Radio TV Film, University of Texas, USA 4: Mass Media Ph.D. Program, Michigan State University, USA; Source Information: Jul2007, Vol. 31 Issue 6/7, p359; Subject Term: TELECOMMUNICATION; Subject Term: INTERNET service providers; Subject Term: BROADBAND communication systems; Subject Term: RURAL development; NAICS/Industry Codes: 517212 Cellular and Other Wireless Telecommunications; NAICS/Industry Codes: 811213 Communication Equipment Repair and Maintenance; NAICS/Industry Codes: 518111 Internet Service Providers; NAICS/Industry Codes: 517510 Cable and Other Program Distribution; NAICS/Industry Codes: 925120 Administration of Urban Planning and Community and Rural Development; Number of Pages: 15p; DOI: 10.1016/j.telpol.2007.04.004; Document Type: Article.Abstract
Abstract: Even as geographic disparities in high speed Internet access narrow, an urban–rural broadband gap persists, pointing to the importance of individual differences in motivations to adopt broadband as the key to closing the gap. Diffusion of innovation is reconceptualized through contemporary perspectives of the digital divide and social cognitive theory and tested on a survey sample drawn from four rural communities. Path analysis was used to examine the factors that cause broadband Internet service adoption in rural communities. Prior experience with the Internet, the expected outcomes of broadband usage, direct personal experience with broadband, and self-efficacy had direct effects on broadband intentions. Age and income, but not education or ethnicity, also had direct impacts. Efforts that promote the personal benefits of broadband and advanced ICT literacy skills among Internet users are recommended. Copyright 2007 Elsevier Copyright of Telecommunications Policy is the property of Pergamon Press - An Imprint of Elsevier Science and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)
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