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The purpose of this study is to investigate the factors influencing RPDCS's UC and to contribute toward bridging the rural digital divide.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Based on the stimulus-organism-response theory, this study proposes a theoretical framework to investigate the factors influencing RPDCS's user churn. A total of 120 RPDCS users were initially recruited and 90 representative participants were chosen. Data were collected from the 90 respondents and 20 follow-up interviews. To examine the proposed framework and validate the correlations between these factors and UC, an analysis of variance (ANOVA) and multiple regression analysis were used. In addition, recommendations are made to avoid the UC of RPDCS to bridge the rural digital divide.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results indicate that the UC of RPDCS was stimulated by both physical and ability divides and RPDCS ineffectiveness, resulting in increased churn rates and an exacerbated digital divide. Thus, avoiding the UC of RPDCS is an important way to bridge the rural digital divide, which includes both the physical and ability divides.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study adds new knowledge about RPDCS and distinguishes it from previous research on public digital cultural services. In addition, the authors discuss how to avoid the UC of RPDCS, to bridge the rural digital divide.<\/jats:p><\/jats:sec>","DOI":"10.1108\/ajim-06-2021-0179","type":"journal-article","created":{"date-parts":[[2022,2,16]],"date-time":"2022-02-16T20:33:46Z","timestamp":1645043626000},"page":"730-751","source":"Crossref","is-referenced-by-count":15,"title":["Bridging the rural digital divide: avoiding the user churn of rural public digital cultural services"],"prefix":"10.1108","volume":"75","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-5103-2342","authenticated-orcid":false,"given":"Meng","family":"Wang","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8693-6269","authenticated-orcid":false,"given":"Yuwen","family":"Hua","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7986-9977","authenticated-orcid":false,"given":"Honglei Lia","family":"Sun","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6445-5600","authenticated-orcid":false,"given":"Ya","family":"Chen","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2022,2,18]]},"reference":[{"issue":"4","key":"key2023062902062618500_ref001","doi-asserted-by":"publisher","first-page":"346","DOI":"10.1080\/01972243.2015.1040936","article-title":"Digital divide and caste in rural Pakistan","volume":"31","year":"2015","journal-title":"Information Society"},{"issue":"10-11","key":"key2023062902062618500_ref002","doi-asserted-by":"publisher","first-page":"552","DOI":"10.1016\/j.telpol.2006.09.006","article-title":"Customer churn analysis: churn determinants and mediation effects of partial defection in the Korean mobile telecommunications service industry","volume":"30","year":"2006","journal-title":"Telecommunications Policy"},{"issue":"2","key":"key2023062902062618500_ref003","doi-asserted-by":"publisher","first-page":"404","DOI":"10.1016\/j.giq.2006.04.012","article-title":"Challenge of rural people to reduce digital divide in the globalized world: theory and practice","volume":"24","year":"2007","journal-title":"Government Information Quarterly"},{"issue":"2","key":"key2023062902062618500_ref004","doi-asserted-by":"publisher","first-page":"57","DOI":"10.1016\/j.jdmm.2020.100492","article-title":"Virtual travel experience and destination marketing: effects of sense and information quality on flow and visit intention","volume":"56","year":"2021","journal-title":"Journal of Destination Marketing and Management"},{"key":"key2023062902062618500_ref005","article-title":"Social discourse, scientific method, and the digital divide: using the information intelligence quotient (IIQ) to generate a multi-layered empirical analysis of digital division","year":"2002"},{"key":"key2023062902062618500_ref006","first-page":"252","article-title":"The first and second digital divides","volume":"3","year":"2001","journal-title":"Sociology of Education"},{"key":"key2023062902062618500_ref007","doi-asserted-by":"publisher","first-page":"44","DOI":"10.2307\/1602689","article-title":"Who's wired and who's not: children's access to and use of computer technology","volume":"10","year":"2000","journal-title":"The Future of Children"},{"issue":"3","key":"key2023062902062618500_ref008","doi-asserted-by":"publisher","first-page":"157","DOI":"10.1086\/208627","article-title":"Situational variables and consumer behavior","volume":"2","year":"1975","journal-title":"Journal of Consumer Research"},{"issue":"2","key":"key2023062902062618500_ref009","doi-asserted-by":"publisher","first-page":"57","DOI":"10.2307\/1252042","article-title":"Services capes: the impact of physical surroundings on customers and employees","volume":"56","year":"1992","journal-title":"Journal of Marketing"},{"issue":"2","key":"key2023062902062618500_ref010","doi-asserted-by":"publisher","first-page":"110","DOI":"10.1108\/14678040710760612","article-title":"How to get more from your quantitative LibQUAL+TM dataset: making results practical","volume":"8","year":"2007","journal-title":"Performance Measurement and Metrics"},{"issue":"3","key":"key2023062902062618500_ref011","doi-asserted-by":"publisher","first-page":"123","DOI":"10.1016\/j.ijhcs.2010.11.004","article-title":"Understanding the new digital divide - 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