| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 95 === Since the mobile voice market has been fully shared in Taiwan, the mobile companies had tried many different ways to gain more profits. One of the most valuable ways to gain profits is the mobile value-added services. Furthermore, the QR code, one of the value-added services, sounds that is a killer application of the market share.
This research is based on the fundamentals of innovation diffusion theory and consumer behavior theory to find out the adoption factors of QR code. A questionnaire for consumer adoption is investigated, and the multiple regression is leveraged to analyze the most important factors for assisting later marketing practice.
The result shows that there is no noticeable difference between personal attributes and the adoption of QR code. However, professional people are the major group of adopting innovation. For the innovative characteristic, observed property and relative advantage of QR code are the most important factors of adoption. For the communication channel, mass media for QR code is the most important factor of adoption. For the social environment, peer support for QR code is the most important factor of adoption. Overall, innovative characteristic of QR code is the most important factor of adoption.
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