Diffusion and Adoption of Y Series Innovations among Generation Z

Abstract

This research aimed to 1) explore the diffusion of Y series innovations in Thailand and 2) acceptance of Y series innovations among Generation Z. The samples were 400 Generation Z teenagers. The research instrument used for data collection was an online questionnaire, of which reliability was 0.957. The statistics used for data analysis were percentage, mean ( ), and standard deviation (S.D.). The results were the followings:

1. 1. Diffusion of Y series innovations in Thailand originated from Japan, and the Y series has been spread unlimitedly to different countries, including Thailand. The innovations have resulted from the progress in communication technology. It has been found that Generation Z in Thailand watches the Y series through both television and online platforms. Overall, Generation Z knew the Y series and received information about them from social media at a high level.
2. 2. Regarding acceptance of the Y series innovations among Generation Z, it has been found that overall, Generation Z accepted the Y series innovations at a high level. The current sociocultural factors in Thailand affected the acceptance of gender diversity. Moreover, Generation Z has grown up alongside technology and is tech-savvy. Most of their life was spent on websites, and they mainly communicated via an internet connection which exposed them to different points of view and enabled them to shift their attitude to accept any social changes, including the issue of gender diversity resulting in Generation Z accepting Y series innovations.