User adoption behavior of rural public digital culture services from a personal information world perspective: A mixed research in China

Low adoption of rural public digital cultural services (RPDCS) is not conducive to realizing its true value. However, research on the factors influencing user adoption behavior of RPDCS does not consider the actual situation of rural users. Taking personal information theory as the theoretical basis, grounded theory was used to identify the influencing factor, and proposes the model and hypotheses. It is found that content factor includes information availability and information accessibility; boundary factor includes time, space and intellectual sophistication; and dynamic factor includes motivation and opportunity. The model was empirically examined and the hypotheses were tested. The findings indicate that dynamic factor influences boundary factor, and dynamic, boundary and content factor all influence user adoption behavior of RPDCS. The research contributes to a deeper understanding of the user adoption behavior of RPDCS and helps to improve the adoption rate and effectiveness of RPDCS.