Users' perception of rural public digital cultural services in China

Abstract

In recent years, China has attached great importance to the construction of rural public culture, however, the user loss of rural public digital cultural services (RPDCS) is serious. To reveal users' perception of RPDCS, we employed a mixed‐method to investigate users' perception of RPDCS and explore the relationship between users' perception of RPDCS and user churn of RPDCS. The preliminary findings show that most users believed that RPDCS were not highly related to themselves, and RPDCS had few values but cannot bear to give up. Furthermore, we find that increasing use‐perceived involvement and usefulness will alleviate users' churn of RPDCS.

Bridging the rural digital divide: avoiding the user churn of rural public digital cultural services

“…Finally, cultural centres in rural areas must have a reasonable layout and more accessible open hours. RPDCS should be required to adhere to national opening hours and the layout of RPDCS should be adjusted (Wang et al. , 2020a).…”

“…In terms of UC of RPDCS, Dai and Dai (2019) discovered that users' negative experience with China's public digital culture services platform contributed to UC. Wang et al. (2020a) discovered that users' perceptions of the RPDCS were influenced by their perceptions of the RPDCS’ usefulness and involvement.…”

“…Finally, cultural centres in rural areas must have a reasonable layout and more accessible open hours. RPDCS should be required to adhere to national opening hours and the layout of RPDCS should be adjusted (Wang et al, 2020a). Furthermore, they could open an anonymous complaint channel for users so that authorities can learn what is not working.…”