PurposeThe user churn (UC) of rural public digital cultural services (RPDCS) indicates that rural users no longer use RPDCS or have switched to other services. The purpose of this study is to investigate the factors influencing RPDCS's UC and to contribute toward bridging the rural digital divide.Design/methodology/approachBased 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.FindingsThe 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.Originality/valueThis 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.