Identified segments and underlying characteristics
| Enthusiasts Digital optimists- this segment showed strong willingness to adopt digital extension tools for extension services They believed in the potentiality of digital extension tools in expediting extension services They were optimistic about transformative potential of digital extension tools in agriculture Perceived digital extension tools as beneficial for extending extension service coverage Perceived that the use of digital extension tools in agriculture enhance competitiveness They exhibited desire for improved Internet quality They showed their confidence in overcoming the barriers of digital extension tool adoption | Conservatives Digital skeptics – this segment exhibited reservation towards digital extension tools adoption Expressed concerns about limitations such as poor Internet quality and other organizational barriers They showed their preference for direct communication methods They depicted favor in using digital tools for personal purpose rather than official tasks Acknowledged the benefits of digital extension tools but emphasized addressing existing barriers before widespread adoption Perception of increased workload with digital engagement |
| Pragmatists Strategic adopters –this segment demonstrated a balance and strategic approach towards adoption of digital extension tools Recognized both potential benefits and challenges of digital extension tools in extension services They were more inclined toward the use of digital extension tools while valuing existing extension practices Emphasized strategic integration of digital extension tools within existing practices and structures They showed their willingness to use digital extension tools based on practical outcomes and feedback They prioritized training and capacity building efforts to use digital extension tools | |
Source(s): Authors’ own work
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