QR코드 사용 확산에 영향을 미치는 요인

Factors Related to the QR Code Use Diffusion: Focused on the Differences According to Usage Purposes

Purpose - Purpose The purpose of this study is to derive the various factors that are expected to affect the usage behavior after accepting QR codes. This study examined the effects of these factors on the perceived usefulness to establish an empirical model about the relationships among perceived usefulness, user satisfaction and use diffusion. In this study, users’ perceived usefulness from TAM(technology acceptance model) was expected to play an important role in the satisfaction after acceptance. Design/Methodology/Approach - The present study explored the differences between groups in terms of usage purposes such as mobile payment and information acquisition. Chinese users’ questionnaire data were analyzed by structural equation modeling. Findings - The results were as follows. Among characteristics of QR codes, perceived informativeness, accessibility and information security affected customer satisfaction. For mobile payment, perceived economic benefit and accessibility had positive impacts on the perceived usefulness of QR code usage. With regard to information acquisition, the perceptions of accessibility and informational awareness affected perceived usefulness. The perceived usefulness increased the user satisfaction as well as use diffusion. Satisfaction also played an important role in the use diffusion. Research Implications - These results provide marketers with insights that perceptions of QR code characteristics and the subsequent satisfaction may enhance actual usage behavior. This research also makes several contributions to theory development of related technological services.