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New Research Publication Explores Technology Acceptance and CRM Technologies in Extension

The Extension Foundation released a new research publication titled "A Qualitative Investigation of the Technology Acceptance Model in the U.S. Cooperative Extension Service on the Adoption of Customer Relationship Management Systems."

Authored by Dr. Aaron Weibe, Extension Foundation's communication and engagement manager for his recently awarded PhD, the study delves into the Technology Acceptance Model (TAM) and its role in Extension adopting Customer Relationship Management (CRM) systems.

Why CRMs Matter for Extension

Dr. Weibe emphasizes the potential of CRMs for Extension services. CRMs offer a centralized platform for managing interactions with the public, leading to more effective communication, outreach, and engagement. Additionally, modern CRMs integrate seamlessly with other software, providing an overall view of operations.

Despite these advantages, Dr. Weibe acknowledges the high failure rate of CRM implementation. His research explores the challenges hindering adoption and investigates how TAM principles can be leveraged to increase CRM success rates within Extension. By exploring TAM in the context of CRM adoption, the publication provides specific and actionable insights to improve technology acceptance in Extension organizations.

Looking for More?

This research is one of two dozen publications released by the Extension Foundation in the last several months. The entire library, including the 2022-2023 NTAE Yearbook, is here.

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About the Extension Foundation

The Extension Foundation was formed in 2006 by Extension Directors and Administrators. Today, the Foundation partners with Cooperative Extension through liaison roles and a formal plan of work with the Extension Committee on Organization and Policy (ECOP) to increase system capacity while providing programmatic services, and helping Extension programs scale and investigate new methods and models for implementing programs. The Foundation provides professional development to Cooperative Extension professionals and offers exclusive services to its members. In 2020 and 2021, the Extension Foundation has awarded 85% of its direct funding back to the Cooperative Extension System, 100% of funds are used to support Cooperative Extension initiatives. 

This technology is supported in part by New Technologies for Ag Extension (funding opportunity no. USDA-NIFA-OP-010186), grant no. 2023-41595-41325 from the USDA National Institute of Food and Agriculture. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or the Extension Foundation. For more information, please visit You can view the terms of useat

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