QUALITATIVE INVESTIGATION OF TAM
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Technology Acceptance Model (TAM) : A theoretical framework grounded in the idea that
technology is more likely to be adopted if the conditions for two principles are met: perceived
ease of use and perceived usefulness.
Technology-Organization-Environment Framework (TOE) : A theoretical framework that
explains how the adoption of a new technology is influenced by several factors, including the
technology itself, the organization that hosts the technology, and the external task environment,
such as support infrastructure, market structure, and government regulations.
Summary
This chapter provides an overview of the study that explores the role of CRM systems in
the CES. The CES is a network of land-grant universities in the United States that provides
research-based educational programs to communities of all sizes and primarily focuses on
agricultural topics but also encompasses other areas of life such as health, nutrition, youth
development, an d more. This chapter highlights the background of the CES’ s use and adoption
of CRM technologies and reveals that many CES organizations are either still evaluating the use
of CRM or not considering the adoption of CRM systems. There are potentially missed
opportunities for enhancing the outreach and engagement efforts of the CES mission, particularly
in a more crowded market. The background section illustrates the history and significance of the
CES while also sharing challenges about its federal and state funding and challenges with public
engagement in the digital age. The problem statement is focused on the lack of CRM technology
adoption throughout the CES and its program and the implications it may have on
communications, outreach, and engagement efforts. The purpose statement outlines the
qualitative research design approach to explore opportunities for CRM systems in the CES to
enhance communications and engagement with its clientele. The significance of this study
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