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A resistance to change perspective on nonusers of telecenters
Author(s) -
Gollakota Kamala,
Pick James B.
Publication year - 2020
Publication title -
the electronic journal of information systems in developing countries
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.41
H-Index - 18
ISSN - 1681-4835
DOI - 10.1002/isd2.12127
Subject(s) - perspective (graphical) , resistance (ecology) , business , quality (philosophy) , empirical research , exploratory research , demographic economics , rural area , psychology , marketing , economics , political science , sociology , ecology , philosophy , epistemology , artificial intelligence , computer science , anthropology , law , biology
We contend that nonuse is different from low use and explore reasons for nonuse of telecenters by small and marginal farmers in rural India. We take a resistance to change perspective to understand reasons for nonuse. Based on an exploratory empirical study of small and marginal farmers, we show that there are important differences between users and nonusers. In addition to demographic differences, nonusers were more satisfied with current sources of information, had lower awareness of the potential of telecenters, and were less concerned about the factors that influenced low use, such as quality of information, cost, and location. These differences have important implications for providers and policy makers who need to have different strategies toward nonusers and users.