Relationships between the Perceived Characteristics of E- Extension and Barriers to Its Adoption

In 2006, Cooperative Extension launched an online information source known as eXtension. Perceptions of eXtension’s characteristics, and potential barriers to adoption, are likely to influence an extension agent’s decision to adopt eXtension. An online survey instrument was used to collect information related to the adoption of eXtension by Texas Cooperative Extension county extension agents. The primary variables for the study were: (a) relative advantage, (b) compatibility, (c) complexity, (d) trialability, (e) observability, (f) concerns about time, (g) concerns about incentives, (h) financial concerns, (i) planning issues, and (j) technology concerns. Low, negative relationships were found to exist between perceptions of relative advantage and concerns about time, as well as perceptions of compatibility and planning issues. Financial concerns had a low, negative relationship with relative advantage, compatibility, complexity, and trialability. Adequate planning can increase the likelihood that an innovation will be adopted rapidly, but financial concerns must be thoroughly addressed. Reducing or eliminating the barriers related to the perceived characteristics of eXtension would be expected to increase agents’ rate of adoption.