Author(s): Rajshree Yadav, Reshma Nasreen, Asad Ahmad
Objectives: The central issue addressed in this paper is to understand the significant factors affecting rural consumers' Intentions to adopt ICT devices post Covid-19 with the help of the Technology Adoption Model (Modified TAM).
Method: Primary Data of 580 samples (316 male and 264 female) from villages of Rajasthan, Uttar Pradesh, and Haryana were collected using a self-administered questionnaire in regional language, and data was analyzed using EFA (Exploratory factor analysis) and SEM (Structural equation modeling) through SPSS 22.0 and ANOVA 22.0.
Findings: Rural consumers have a moderate attitude toward adopting ICT Devices. Furthermore, the study's findings revealed that perceived ease of use has a significant impact on attitude and Intention to use various ICT devices, whereas perceived usefulness does not significantly influence the attitude of rural consumers.
Novelty: The robustness of modified TAM is studied in Rural Context, and how it can be strengthened is discussed in this paper.