Factors Affecting Diffusion and Adoption of Information and Communication Technology Among Rural Users in Khyber Pakhtunkhwa Province, Pakistan

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The purpose of this study is to investigate and categorise the factors influencing diffusion and adoption of ICT in the rural areas of Pakistan. The research deals principally with common people of the rural areas of Khyber Pakhtunkhwa Province for adoption of ICT in their daily life. The sample size encountered was 330 respondents, who were selected through random sampling technique. Primary data was collected from people belonging to different races of life throughout the province. The results of the study were calculated by using confirmatory factor analysis (CFA) and structural equation modelling (SEM) techniques which show that the overall ICT diffusion and adoption is profoundly influenced by seven factors, including social, political, environmental, regulatory, technological, economic and legal. The study confirms a most significant impact of social and political factors upon ICT diffusion, whereas the remaining factors seem to have a moderate impact.