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Article Title

Will eXtension Survive? Oklahoma Cooperative Extension Service Employees' Perceptions of Adopter Attributes of eXtension

Volume

50

Issue

6

Abstract

eXtension was introduced in 2008 as an innovation to rekindle public interest in Extension. The founders forecasted a 75% adoption rate within 1 year. However, adoptions rates have been much lower than expected. The study reported here investigated eight perceived adopter attributes (relative advantage, compatibility, trialability, visibility, ease of use, result demonstrability, image, and voluntariness) of eXtension among Oklahoma Extension employees to identify threats to adoption. Findings indicated that Extension employees generally held negative views of all eight attributes of the innovation. Without profound changes to the innovation and process of adoption, eXtension risks failure in this state.

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