Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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An Exploratory Study of Perceived Benefits and Risks for QR Code based Virtual Fashion Stores

QR코드 기반 가상패션점포의 지각된 혜택과 위험요소에 대한 탐색적 연구

  • Kim, Eun Young (Dept. of Fashion Design Information, Chungbuk National University) ;
  • Lee, MiYoung (Dept. of Fashion Design & Textiles, Inha University)
  • 김은영 (충북대학교 패션디자인정보학과) ;
  • 이미영 (인하대학교 의류디자인학과)
  • Received : 2013.09.16
  • Accepted : 2013.10.14
  • Published : 2013.10.30
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Abstract

This study explores critical and success factor of benefits and risks for predicting the acceptance of QR code virtual fashion stores. As an exploratory approach, this study conducted focus group interviews(FGI) with 21 panels who had experience with selected QR virtual stores (e.g., Home plus, 11th Street, Pin & Fit). Content analysis was used to generate 184 excerpts and classify into benefits and risks related to QR code virtual stores. With respect to benefits, content analysis identified four factors: Affective appeal, perceived usefulness, ubiquity, and brand promotion. Also, contents regarding perceived risks were classified into four factors: Complexity, lack of information, lack of technology infrastructure, and perceived cost. A managerial implication was discussed for predicting consumer technology acceptance of a QR code virtual store in the fashion retailing market.

Keywords

References

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