Perceptions towards information communication technologies and their use in agricultural extension: case study from South Wollo, Ethiopia

Purpose: This study examines how agricultural extension experts use Information Communication Technologies (ICTs) in extension organizations and how they perceive their usefulness for agriculture extension delivery in Ethiopia. Design/Methodology/approach: An exploratory case study was conducted on 'Agricultural Knowledge Centers' (AKCs) in four offices of agriculture in South Wollo zone, Ethiopia. AKCs are access points for online and offline information sources. Data were collected using in-depth interviews, and a structured questionnaire, which we analyzed using descriptive statistics and the three concepts of the Theory of Planned Behavior: attitude, social norms, and perceived behavioral control. Findings: In the study site, young male extension experts with university education predominantly used ICTs. Extension experts had a favorable attitude towards the usefulness of ICTs for personal benefits. However, they saw little use of ICTs for searching agricultural information because they thought the printed agricultural knowledge resources at their offices are sufficient for their needs. The main factors that contributed to experts' use of ICTs are, the existing extension approach, the opinion of supervisors and the internet speed. Practical implications: While access to ICTs is a prerequisite, there is no guarantee that they will be used professionally to improve services. Users' perceived needs, skills and knowledge, and the organizational environment which encourages use should be considered when introducing ICTs. Theoretical implication: This paper contributes to the theoretical debate on the importance of users' perception of technologies like ICTs to achieve their full potential in agricultural extension. Originality/Value: This paper connects empirical findings on use of ICTs in agricultural extension with the literature on the contribution of behavioral factors when using technology.