Digital inequality is one of the most critical issues in the “information age”, few studies have examined the social inequality in information resources and digital use patterns. In the rural areas, such information communication technology (ICT) facilities could not guarantee that users can easily access information technology and overcome the so-called “digital divide.” This research aims to discover the psychological factors that influence information and communication technology (ICT) adoption behavior, as well as confirm whether “information literacy” and “digital skills” have moderator effects in the research model. Using a survey of 875 participants and a structural equation modeling approach, we find that task characteristics and social interaction improve media richness, media experience, and media technostress, which in turn enhance ICT adoption behavior. The proposed theoretical model shows that the impact of ICT adoption behavior is moderated by information literacy and digital skills. The findings of this research can offer guidelines for policy makers and educators who evaluate a community's ICT adoption behavior so as to provide proper access to ICT and promote its visibility by incorporating ICT in educational activities. •Model to predict individual's ICT adoption behavior in the rural areas.•Task characteristics, media richness, media experience and social interaction exhibit strong to weak effects.•Individual's communication and interaction need fit reduce the user media technostress to adoption behaviors.•Valuable in understanding information literacy and digital skill that moderate community's ICT adoption behavior.•Offers important implications for educators and e-Taiwan policy managers.