Human Information Interaction

Background and Aim: This study aimed to identify and Analyzing the structural and outward features and expected activities of a service-extension agricultural website, based on the views of experts in the field of agriculture and related sciences and webmasters and blogs in Iran.

Method: The methodological approach was a descriptive and survey study. The statistical population of the study consisted experts in the field of agriculture and related sciences and webmasters and blogs in this area, that 310 of them were selected by stratified random sampling method. Information was gathered through a questionnaire and its face validity was confirmed by expert viewes. Its reliability was confirmed by Cronbach's alpha coefficient (α= 0/88). Data were analyzed using SPSS software.

Results: The factor analysis results showed that views of experts in the field of structural features and outward of a service-extension website led to extraction six factors including user-friendly and interactive, availability and transparency of content, the ability to change according to the needs of the audience, update and authenticity of the content, unique content and comprehensiveness of content. Views of experts in the field of expected activities of a service-extension website led to extraction six factors including Banking facilities and interactive services, providing comprehensive and professional services (content and services), the online marketing and the introduction of rural farmers and provide extension services and information, social networking and provide successful models and dealing with farmers.

Conclusion: Use of ICT is one of the effective phenomena in the implementation of roles and extension services which has been led to the emergence of virtual extension. The application of this technology in agricultural extension in addition can meet the increasing demands of stakeholders and has created potentials and new opportunities for enhancing the capacities of outreaches and provide development of agricultural extension in new space