| Summary: | 碩士 === 國立臺灣藝術大學 === 圖文傳播藝術學系 === 102 === In recent years, the application of network technology develops speedy. The various marketing modes in cultural and creative merchandises spring up to adept the trend in this field. The phenomenon illustrate that it’s a general target for each manger to pursue maximum benefits of company by utilizing those updating application to take a replace of traditional marketing modes in the application of cultural and creative merchandises. And ESL (Electronic Shelf Label) is one of the updating applications in this field.
The purpose of this study is to analyze subject’s use intention and use behavior of the cultural and creative merchandise which mixes ESL with QR code system. This study explores the topic via aspects of usability and usefulness which cited from the theory of TAM (Technology Acceptance Model). And subjects in this study consist of all employees with different background in cultural and creative industry. All interview circumstances were designed by True-experiments method. All questionnaires by a random collection were employed and were analyzed by SPSS system. Results indicated as below:
The influence of differences in subject’s background didn’t achieve significantly variance in below four aspects: the usability of ESL, the usefulness of ESL, subjects’ use intention and subjects’ use behavior. However, the two aspects: the usability of ESL and the usefulness of ESL revealed a significant influence on subjects ’use intension and us behavior of cultural and creative merchandise which mixes ESL with QR code system.
With the results of this study, it shows that application of cultural and creative merchandise which mixes ESL with QR code system for the purpose of prompting use intension and use behavior is feasible. But the object (ESL) with limited color and specification is one of the flaws in this study. Hence, it may be suggested the major specification and colored panel are suitable choices for practical applications.
Key words: QR code, Electronic Shelf Label, Technology Acceptance Model, Marketing of Cultural Creative Merchandise.
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