A Self-Determination Perspective of Digital Inclusion: A Case Study of Bridging the Digital Divide in Rural China

Digital inclusion (DI) is acknowledged not just as a foundation for economic advancement, but also as a noteworthy catalyst for societal development. This will lead to the reduction of the digital gap. Nevertheless, the pursuit of achieving DI has not undergone substantial scholarly examination. Through an in-depth analysis of the highly successful TaoBao Village in rural China, we propose a procedural framework illustrating the evolution of digital inclusion. This investigation highlights that the realization of digital inclusion relies on a self-determination mechanism, progressing through three distinct phases. Each phase, in turn, consists of three steps: Establishing motivational drivers, facilitating IS capabilities and extend of digital inclusion. Thus, this article constructs and presents a comprehensive process model of digital inclusion that vividly portrays the implementation of these three pivotal steps to bridge the digital divide.