• Title/Summary/Keyword: EXTENSION

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Communication Strategies for Agricultural Technology Center in the Digital Age (디지털시대의 농업기술센터의 커뮤니케이션 전략)

  • Lee, Chae-Shik;Suh, Gyu-Sun
    • Journal of Agricultural Extension & Community Development
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    • v.7 no.2
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    • pp.295-306
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    • 2000

  • The objectives of this paper were to review the difference between the analog and digital age, and to suggest new communication strategies for Agricultural Extension Service Centers in the digital age. Literature review and discussion on the information age and its supporting technologies, such as the Internet and other digital tools, has enabled communication to occur during time periods and in locations based upon individual needs. With increasing number of internet subscribers using email and the world wide web, the internet is now considered a new mass media for communication, and may soon consider such electronic connectivity as essential in agricultural extension services. Communication strategies in the future should recognize and adapt to the changing needs farmers and extension educators in the information age. Utilization of internet technology and digital tools in communication may attract and retain farmers and extension educators in the future, thus. some of new strategies for communication in agricultural extension services should include the following; 1) traditional linear model should be change into interactive model in communication. 2) Agricultural extension service should include creative role with diffusion process. 3) Agricultural extension service should establish new receiver paradigm and form new partnership with farmer.

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Fashion Brand Attachment and Attitudes Toward Brand Extension (패션 브랜드애착이 확장된 브랜드 태도에 미치는 영향)

  • Lee, Seung-Hee;Chang, Yoon-Kyung
    • Journal of the Korean Society of Clothing and Textiles
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    • v.31 no.1 s.160
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    • pp.151-161
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    • 2007

  • The purpose of this study was to examine the effects of fashion brand attachment on attitudes toward brand extension. Two hundred thirty-four female college students participated in this study. For this study, Bean Pole brand was selected for the example of brand extension through three pre-test. For data analysis, descriptive statistics, factor analysis, multiple regression, and ANOVA were used for this study. As the results, first, brand attachment was classified into three factors such as 'love', 'trust', and 'interest' factors. Second, attitudes toward brand extension were divided into two factors such as similarity of brand extension and purchasing intention. Generally, higher scores on brand attachment was correlated with higher scores on altitudes toward brand extension. Third, results revealed that generally 'love' and 'trust' factors had affected 'attitudes toward brand extension' or 'purchasing intention'. Fourth, among the three groups (heavy/middle/low) of brand attachment, the heavy group showed higher preference of brand extension attitudes. Based on these results, fashion brand marketing strategies would be suggested.

  • https://doi.org/10.5850/JKSCT.2007.31.1.151 인용 PDF KSCI

Situation and Outlook of Direction of Taiwan Rural Extension Work (태만(台灣)의 농촌지도(農村指導) 사업(事業)의 현황(現況)과 전망(展望))

  • Kim, Jae-Ki
    • Journal of Agricultural Extension & Community Development
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    • v.1 no.2
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    • pp.133-146
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    • 1994

  • The Rural Extension Service of Taiwan is consist of two different system. The one is the public enterprise centered project and the other is government or agricultural cooperative centered project. But, in the long tern, the whole Rural Extension Service will eventually develop into two distinctive forms, the diversifed technology oriented one and integrated extension service oriented one.

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