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- Title
Measuring Stakeholder Attitudes towards Digital Agricultural Communication and Services : Development of a Comprehensive Attitude Scale.
- Authors
SANDEEP, G. P.; GANESAMOORTHI, S.; RAGHUPRASAD, K. P.
- Abstract
Digitalization is transforming agriculture through improved communication and services. Agricultural extension departments are key players in providing real-time information to farmers, optimizing resource utilization and fostering innovation. By embracing digitalization responsibly, the agriculture sector can unlock its full potential for increased productivity and sustainability. Keeping this in view, a standardized scale had been developed to measure the attitude of stakeholders towards digital agricultural communication and services. Method of summated rating scale by Likert (1932) was used. An attempt is made in current investigation to develop a standardized scale to analyze the attitude of stakeholders in agriculture towards digital agricultural communication and services. The process started with identifying the dimension, collection of items followed by relevancy and item analysis, checking the reliability and validity for precision and consistency of the results. The developed scale was found reliable and valid. The scale measuring the attitude of stakeholders towards digital agricultural communication and services consists of 48 statements, classified under six dimensions.
- Subjects
COMMUNICATION in agriculture; DIGITAL communications; ATTITUDE (Psychology); AGRICULTURAL extension work; LIKERT scale; DIGITAL technology; MULTIDIMENSIONAL scaling
- Publication
Mysore Journal of Agricultural Sciences, 2023, Vol 57, Issue 4, p260
- ISSN
0047-8539
- Publication type
Article