Innovations and the Way to Success: End-users Perspectives on Augmented Reality

Camilla Trinh

Student thesis: Master thesis


This study investigates the success of the mobile app game Pokémon GO by analyzing its perceived attributes of innovation and the use of it hereof. The Five Perceived Attributes of innovation by Rogers (1983) and the concepts relevant social groups and interpretive flexibility from SCOT are being used to study the phenomenon of interest. Through semi-structured interviews, data is collected and analyzed for the purpose of this research. The focus is on active players of Pokémon GO as they have insider knowledge about the game and are a relevant social group in relation to the research question: “How do the interpretive flexibility combined with the attributes of a technological innovation influence its adoption rate?” The findings suggest that there are differences in how the technological innovation itself is being perceived by potential adopters and how the use of the innovation is being perceived by potential adopters. The study shows how the importance of the success of an innovation lies within the perceived use of it. Pokémon GO became a successful mobile app game due it being a part of a known franchise, including many facets and aspects appealing to the potential adopters, including social aspects and physical activity aspects. Furthermore, the ways the technological innovation can be perceived in both the technology itself and the use of it are proven to be of crucial importance for the adoption rate.

EducationsMSc in Business Administration and Information Systems, (Graduate Programme) Final Thesis
Publication date2019
Number of pages202
SupervisorsTorkil Clemmensen