The Exploratory of QR Code in Mobile Marketing

• Main Authors: Wang,Chiou Ting, 王秋婷
• Other Authors: Huei-Wen Chung
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/12414940111632376621

碩士 === 明新科技大學 === 管理研究所碩士班 === 103 === In daily life, we can usually see a small square symbol .This small square symbol is called QR Code. This research studies by observation, questionnaire and Technology Acceptance Model (TAM) to explore the use intent of QR Code. We collect 200 QR Code from 161 businesses in Hsinchu, and scan content of QR Code by smart phone. We get that the most of content are the link to the official website or Facebook Fan Page. Through 200 respondents, the results are that:1.QR Code is usually put in the plane propaganda, ex: DM, poster. The content of QR Code is the main reason of scanning. 2. By the path analysis , we found that shopping usefulness and usefulness of information affect positively perceived ease of use. Shopping usefulness, usefulness of information and perceived ease of use affect positively intend use. Our research recommends that large-scale stores may create QR Code through new interactive game or more interesting applications. And small shops can store the contents of practicality, causing people to use incentives, such as get a discount coupon or gift. The business user must also be regularly updated version of QR Code. The design of QR Code can be colorful or added to special symbol to attract consumer.