Leverage Points for Addressing Digital Inequalities: Comparing Under-Privileged Adopters and Non-Adopters of High Speed Internet TV

Digital inequality, or the unequal access and use of information communication technologies, inhibits under-privileged people from opportunities in the digital world. Although government and private organizations have devoted considerable resources to address this inequality, issues remain unsolved. A theory-based investigation of the phenomenon is essential for effective policy-making and intervention. The context of the field study is the “Free Internet TV” initiative in LaGrange, Georgia, which provided high-speed Internet to every household via cable at no cost. This research investigates underprivileged residents’ innovation behavior through the lens of Theory of Planned Behavior (TPB). Exposure to Innovation and Trust in Government are included to elaborate the theoretical focus of TPB. The research compares the models that characterize under-privileged adopters and non-adopters’ innovation decisions. The results advance the theoretical understanding of digital inequality, enrich the knowledge of adoption of innovation, and identify leverage points for policymakers devising interventions to address the inequality.