Examining extension: Diffusion, disruption, and adoption among Iowa state university extension and outreach professionals

Abstract

As eXtension unveils its new membership model, Iowa State University Extension and Outreach must determine how best to support professionals and clientele using the technology. This article reports on a study that used the diffusion of innovations and disruptive innovation theories to assess Iowa Extension professionals' adoption and perceptions of eXtension. One quarter of Iowa Extension professionals had no knowledge of eXtension, and 25% of respondents reported using the technology. Respondents perceived that eXtension exhibits a relative advantage and some of the attributes-accessibility and capacity-needed to become a disruptive innovation. These findings provide a basis for studying disruptive innovations in Cooperative Extension.