Document Actions
(29) The Unified Theory of Acceptance and Use of Technology as a Dynamic Forestry Extension Evaluation Tool
John F. Munsell, Virginia Polytechnic Institute and State University Blacksburg, VA
Jennifer Gagnon, Virginia Polytechnic Institute and State University, Blacksburg, VA, Adam Downing, Virginia Cooperative Extension, Madison, VA, Matthew Yancey, Virginia Cooperative Extension, Harrisonburg, VA, and Nancy Franz, Virginia Cooperative Extension, Blacksburg, VA
Concurrent Session: B2: Evaluation Tools
It goes without saying that impact evaluations are critical. Yet for some the task is less than clear. Take for instance forestry. Unlike many forms of environmental management, forestry activities occur irregularly. It can be years before a participant decides whether to implement the management practices conveyed in Extension programming. In the meantime, there are a variety of other social, psychological, and economic perspectives that compete for a participant’s attention. A dynamic evaluation tool is needed that will account for competing factors in addition to measuring implementation as circumstances dictate. The Unified Theory of Acceptance and Use of Technology is a framework that can be used to assess these factors and measure implementation.
The Unified Theory of Acceptance and Use of Technology is a synthesis of eight technology use models. Key determinants of an individual’s technology use intention and behavior are performance expectancy, effort expectancy, social influence, and facilitating conditions. Mediating determinant impacts are an individual’s gender, age, experience, and volition. In using these constructs Extension agents will not only enhance their understanding of participant expectations, perceptions, and intentions, but also the mediating factors influencing management behavior. Moreover, this approach affords flexibility in assessing impacts regardless of whether management activities have occurred.
An impact evaluation based on the Unified Theory of Acceptance and Use Technology was recently piloted at three Virginia Cooperative Extension landowner conferences. Pilot surveys were administered to participants directly after the event. Participants were also asked if they would participate in follow-up phone conversations in six months to a year to re-measure key constructs and engage in open-ended discussion. The draft tool, pilot results, and lessons learned will be discussed and the applicability of this approach to other natural resources Extension programs explored.
John F. Munsell
Virginia Polytechnic Institute and State University
Blacksburg, VA, 24060, USA
Phone: 540/231-1611
Fax: 540/231-3330
Email: jfmunsel@vt.edu