Users' perception of rural public digital cultural services in China

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.