QUALITATIVE INVESTIGATION OF TAM
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applicability of TAM principles on CRM adoption within the CES, but it may not fully capture
the nuances that are specific to individual states or regions. For example, smaller or less-
resourced states may face entirely different factors for CRM adoption compared to larger, more
well-resourced states. Additionally, participants of this study include a range of roles but
primarily focus on CES directors, administrators, communication practitioners, and IT
professionals. However, this study does not examine the potential variations in CRM adoption
based on specific job functions but rather CRM adoption more holistically across state Extension
services. Lastly, participants reported a fairly limited number of CRM technologies that were
being used or evaluated for use in their states. The limited focus on these technologies may not
consider various other CRM technologies possibly being utilized by Extension professionals
located in county offices spread across the United States. In at least one instance, a state
Extension director reported no use of CRM technologies in their state, while a separate
participant reported a very limited use of CRM technologies in their county within the same
state.
There are several limitations to this research that readers need to be aware of. While the
sample size provided a considerable amount of useful qualitative data, it may limit the
generalizability of findings to the entire CES network. Additionally, interview participants were
significantly represented from the northeastern region of the CES, which could introduce biases
in the interpretation of CRM adoption patterns. However, consistency between interview
participant responses and responses from the Extension Foundation’s landscape assessment
demonstrated data consistency. Additionally, this study relies on self-reported data obtained
through interviews and assessment, which highlight the possibility of response bias if
participants had motivations to seek socially desirable responses or overemphasize positive
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