Perceived Characteristics of E-cigarettes as an Innovation by Young Adults.
OBJECTIVE
We examined channels through which information about e-cigarettes has flowed, public perception of e-cigarettes as an innovation, and how these may influence use.


METHODS
An online survey of US adults aged 18-24 years (N = 874) was used. Measures included information channels, perception of e-cigarettes as an innovation, and intention to use.


RESULTS
Television ranked first for exposure to e-cigarette information. The most positive innovation attributes were observability and relative advantage. A structural model showed that information exposure and favorable perception as an innovation predicted use.


CONCLUSIONS
The high degree of e-cigarette awareness combined with depiction of the devices as a favorable innovation may contribute to their wider adoption and may argue for regulation of e-cigarette advertising.
Colorado State University, Department of Journalism and Media Communication, Fort Collins, CO.
Craig W
CW
Trumbo
Massey University, School of English and Media Studies, Auckland, NZ.
Raquel
R
Harper
Diffusion of Innovations; E-cigarettes; information channels