Abstract

The study envisaged to evaluate the attitude of agricultural graduates towards Videoconferencing (VC) technology. Study focused at persuasion stage of adoption process of innovations. A Likert-type-scale was developed, which consisted of 23-items. The scale instrument had four sections, viz., training, distance learning, agricultural communication and extension management. Cronbach’s alpha coefficient (?=0.85) of reliability test was measured. Instrument was administered to randomly selected, seventy agricultural graduates of Punjab Agricultural University (PAU), Ludhiana, India during 2006-07 academic years. Attitude survey proved insightful with agricultural students. They had positive attitude in applied areas of VC technology, viz. training, distance learning, agricultural communication and extension management. Significant difference between users and non-users of VC technology was observed. Users had significant positive attitude towards VC technology. An enhanced understanding of attitudes is imperative before effective intervention strategies to moderate attitudes for enhancing acceptance and implementation of VC technology. Including transfer of agricultural innovations, VC can be encouraged in services like training, distance education, extension management, communication, administration, health, education and knowledge sharing. For these, infrastructure available within National Agricultural Research System (NARS), India can be effectively utilized for learning and technical counseling. This study adds value to the body of knowledge in evaluation and theory building from attitude perspective. As standard methodology is lacking to comprehend mindset of agricultural students, it will serve foundation for other future investigations.

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