Attitudes toward characteristics of innovation and adoption of augmented reality in print media among Generation Y

Abstract

        The objectives of this study were to study the attitudes toward the characteristics of innovation and the adoption of augmented reality in print media among Generation Y. The samples in this study were Generation Y people (born between 1978 and 1995) living in Bangkok and its vicinity. In this study, the questionnaire was used as a research tool in the data collection and the data analysis was performed using descriptive statistics such as frequency, percentage, and mean. The hypothesis testing was performed by using inference statistics with Pearson’s product moment correlation coefficient. The results showed that the attitudes of Generation Y toward the characteristics of innovation of augmented reality in print media in terms of observability was at a highest level, followed by relative advantage, compatibility, complexity, and trialability, respectively. The attitudes toward the characteristics of innovation were positively correlated with the adoption of augmented reality in print media. In addition, the attitudes toward complexity, trialability, and compatibility of the innovation were positively correlated with the adoption of augmented reality in print media among Generation Y.