DOI QR코드

DOI QR Code

QR code as Interactive Marketing Communication Media : Focused on Technology Acceptance Model

인터랙티브 마케팅커뮤니케이션 매체로써 QR코드 이용에 관한 연구 : 기술수용모델을 중심으로

  • 신동희 (성균관대학교 인터랙션 사이언스학과) ;
  • 장우성 (성균관대학교 언론정보대학원)
  • Received : 2012.10.15
  • Accepted : 2012.12.26
  • Published : 2013.03.28

Abstract

This study examined users' acceptance process with the QR code as an interactive marketing communications tool. We collected total 200 survey data and 181 questionnaires among them were used for the analysis during for five days, from 9 to 13 in May 2011. The first research question of this study examined the relationship among subjective norms, perceived usefulness, perceived ease of use, attitudes, and intention to use through the structural equation modeling analysis. The result of the first research showed that subjective norms about the use of QR code affect intention to use via perceived usefulness, and also directly influence on it. The perceived usefulness has the biggest impact on the intention to use. The research question 2 was to look at the condition effect with the presence of experience. As the analysis result of the second research question, the relationships between subjective norms and perceived usefulness are not different whether or not groups experience QR code, and both groups appeared to have had significant impact. Whereas the relationship between subjective norms and intention to use showed a significant influence on the population that has the experience with the QR code. In order to encourage use of the QR code, therefore, we will need to highly impress on users subjective norms which are ambient pressure on the use of QR code and positively offer marketing strategy which gives users the opportunities to get experience with the QR code.

Keywords

QR Code;TAM;Interactive;Subjective Norm;Moderation Effect

Acknowledgement

Supported by : 한국연구재단

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