It is obvious that study of the diffusion of the Internet in developing area is significant both from practical and theoretical perspective; however, this is largely neglected by Chinese scholars. Based on a convenient sampling survey into 480 families living in the countryside of ten counties in Hubei province, the current research primarily examines Chinese rural residents' adoption of and attitude toward the Internet. Findings suggest that both the diffusion of computer and the Internet are before the critical mass and at the early stage of diffusion. It is expected that in the following six months penetration of computer in rural China probably reach the critical mass and soon embrace its take-off, but it will be a longer period for the Internet to come over this threshold. Data analyses show that rural residents are basically positive about the adoption of computer and the Internet, which contributes to the present situation of penetration of the two new information & communication technologies. However, they have relatively and even extremely few knowledge about the new technologies, which tremendously impede their adoption of the innovative technologies. Respondents' attitude toward new technologies is only affected by their knowledge about new technologies and their age, while knowledge is influenced by many behavioral and demographic variables. The research suggests that public-interest computer or the Internet training programs provided for rural residents should facilitate the diffusion of computer and the Internet in rural area in mainland.

computer  /  the Internet  /  rural China  /  diffusion  /  adoption