Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

A Dual Path Model of Intention to Use QR Code Virtual Stores -The Moderating Effect of Consumer Use Experience-

QR코드 가상점포 사용의도의 이중경로모델 -소비자 사용경험의 조절효과-

  • Received : 2014.08.14
  • Accepted : 2014.09.15
  • Published : 2014.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study estimated a dual path model to predict consumers' intention to use a QR code virtual store by the effect of a mobile transaction system and a facilitating condition that also examined the role of experience and the use of an intention model in the context of a QR code virtual store. A longitudinal field study was conducted at selected QR code virtual stores. A questionnaire containing mobile transaction system, facilitating condition, performance expectancy, effort expectance, and intention to use was administered at two different points in time: Initial use (T1) and the second use after one month (T2). This study sampled 109 subjects who voluntarily participated in field studies twice at different time points (pooled sample=218). Participants were asked to visit at the QR code virtual store and undertake shopping tasks on their smartphones. The estimated dual path model showed that a mobile transaction system had a positive effect on performance expectancy, which influenced intention to use; however, facilitating condition had a positive effect on effort expectancy, but the effort expectance did not lead to intention to use. The effort expectance significantly also affected the performance expectance influencing intention to use QR code virtual stores. It was also found that use experience moderated the effect of mobile transaction systems on performance expectancy. The findings discussed a critical and success factor in consumer technology acceptance and use over time. A managerial implication was also discussed to capture potential users by emphasizing performance expectancy with the superiority of an innovative system or consumer facilitating condition as external resources in the introduction stage of new technology.

Keywords

References

  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  2. Bergen, J. (2011). Korea's Tesco reinvents grocery shopping with QR-code stores. GEEK. Retrieved July 1, 2014, from http://www.geek.com/mobile/koreas-tesco-reinvents-grocery-shopping-with-qr-code-stores-1396025
  3. Betta, P. D., & Lucera, F. (2013). Segmentation, involvement and the reach-engagement relationship: Evidence from a QR code advertising campaign. International Journal of Mobile Marketing, 8(2), 30-41.
  4. Choi, W. S., Kim, M. M., & Lee, S. B. (2013). The effects of the RFID system for eco-agricultural products on trust and behavior intention: Focusing on an expanded technology acceptance model. The Korean Journal of Culinary Research, 19(1), 85-102.
  5. Compeau, D. R., & Higgins, C. A. (1995). Computer self-efficacy: Development of a measure and initial test. MIS Quarterly, 19(2), 189-211. https://doi.org/10.2307/249688
  6. Compeau, D. R., Higgins, C. A., & Huff, S. (1999). Social cognitive theory and individual reactions to computing technology: A longitudinal study, MIS Quarterly, 23(2), 145-158. https://doi.org/10.2307/249749
  7. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
  8. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparision of two theoretical models. Manangement Science, 35(8), 982-1003. https://doi.org/10.1287/mnsc.35.8.982
  9. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
  10. Dou, X., & Li, H. (2008). Creative use of QR codes in consumer communication. International Journal of Mobile Marketing, 3(2), 61-67.
  11. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  12. Jeong, H. S. (2013). Determinant factors of innovation resistence of social media. Journal of Korea Contents Association, 13(6), 158-166.
  13. Jiang, Z., & Benbasat, I. (2007). The effects of presentation formats and task complexity on online consumers' product understanding. MIS Quarterly, 31(3), 475-500.
  14. Jun, C. J., Lee, J. H., & Jeon, I. S. (2014). Research about factor affecting the continuous use of cloud storage service:User factor, system factor, psychological switching cost factor. Journal of the Society for e-Business Studies, 19(1), 15-42. https://doi.org/10.7838/jsebs.2014.19.1.015
  15. Jung, C. H., & Namn, S. H. (2014). Cloud computing acceptance at individual level based on extended UTAUT. Journal of Digital Convergence, 12(1), 287-294. https://doi.org/10.14400/JDPM.2014.12.1.287
  16. Jung, J. H., Somerstein, R., & Kwon, E. S. (2012). Should I scan or should I go? Young consumer' motivations for scanning QR code advertising. International Journal of Mobile Marketing, 7(3), 25-36.
  17. Kang, J. Y. M., & Johnson, K. K. P. (2013). M-cosumer segmentation: M-communication, M-distribution, and M-accessibility. International Journal of Marketing Studies, 5(1), 86-95.
  18. Kim, E. Y., & Lee, M. Y. (2013). An exploratory study of perceived benefits and risks for QR code based virtual fashion stores. Korean Journal of Human Ecology, 22(5), 477-490. https://doi.org/10.5934/kjhe.2013.22.5.477
  19. Kim, Y. H., & Lee, J. E. (2010). The psychological resistance factors against mobile video telephony-Modification of in-novation resistance model-. Journal of Marketing Management Research, 15(2), 23-41.
  20. Kim, J. G., Hyun, Y. H., & Park, Y. A. (2013). A study of use intention of travel-focused smartphone alert system using UTAUT theory. Journal of Tourism Studies, 25(3), 119-141.
  21. Ko, E., Kim, E. Y., & Lee, E. K. (2009). Modeling consumer adoption of mobile shopping for fashion products in Korea. Psychology & Marketing, 26(7), 669-687. https://doi.org/10.1002/mar.20294
  22. Kwon, G. Y., & Lee, D. G. (2013). A study on the impact of personal characteristics on the use intent of smart-phone. Korean Business Review, 6(1), 85-107.
  23. Kwon, H. Y., & Min, D. (2011). QR code impact on attitude toward advertising. Korean Society of IT Services, 2011(5), 114-119.
  24. Kwon, O. J. (2010). An empirical study on potential smartphone users. Internet and Information Security, 1(1), 55-83.
  25. Kwon, Y., & Lee, H. Y. (2013). A study on the user acceptance model of smartphone. Journal of Information Technology Applications & Management, 20(1), 133-148.
  26. Lee, D. H., Cho, S. M., & Whang, J. (2013). A study of the factors affecting adoption of a mobile RFID: Focused on the technology area of mobile RFID. Journal of Information Technology Applications & Management, 20(1), 67-84.
  27. Lee, S. H., Yang, S. K., Yoo, J. M., & Lee, S. A. (2011). A study on the typology of the smart-phone advertisement through the technology convergence special reference to evolutionary model of QR code. Korea Business Review, 4(1), 51-72.
  28. Lee, S., & Kim, J. (2007). A study on the effects of personal value, characteristics and service quality on the acceptance of interactive IPTV service: An extension of TAM. Korean Management Review, 36(7), 1751-1783.
  29. Lin, J. C. C., & Lu, H. (2000). Towards an understanding of the behavioral intention to use website. International Journal of Information Management, 20(3), 197-208. https://doi.org/10.1016/S0268-4012(00)00005-0
  30. Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a world-wide-web context. Information & Management, 38(4), 217-230. https://doi.org/10.1016/S0378-7206(00)00061-6
  31. Moore, G. C., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information System Research, 2(3), 192-222. https://doi.org/10.1287/isre.2.3.192
  32. Mu, H. M., Choi, S. M., & Moon, T. S. (2014). An empirical study on SNS characteristics and user acceptance on continuous intention to use SNSs. The Journal of Internet Electronic Commerce Research, 11(1), 143-163.
  33. Narang, S., Jain, V., & Roy, S. (2012). Effect of QR codes on consumer attitudes. International Journal of Mobile Marketing, 7(2), 52-64.
  34. Oh, S. H., Kim, Y. M., Lee, C. M., Shim, G. Y., Park, M. S., & Jung, H. S. (2009). Consumer adoption of virtual stores in Korea: Focusing on the role of trust and playfulness. Psychology & Marketing, 26(7), 652-668. https://doi.org/10.1002/mar.20293
  35. Okazaki, S., Navarro-Bailon, M. A., & Lopez-Nicolas, C. (2013). Assessing gender differences in 'quick response' code loyalty promotion acceptance. The Service Industries Journal, 33(12), 1165-1177. https://doi.org/10.1080/02642069.2011.623775
  36. Okazaki, S., Navarro-Bailon, M. A., & Molina-Castillo, F. J. (2012). Privacy concerns in quick response code mobile promotion: The role of social anxiety and situational involvement. International Journal of Electronic Commerce, 16(4), 91-119. https://doi.org/10.2753/JEC1086-4415160404
  37. Park, Y. A., & Hyun, Y. H. (2013). A verification of predictive factors of offline behavior by adopting of a smartphone application: A focus on applying a TAM-TRM mixed model. Korean Corporation Management Review, 20(4), 115-132.
  38. Park, G., & Park, J. (2014). The influence of flow on the consumers' mobile shopping behaviors: Expansion of technology acceptance model. The Korean Journal of Adevertising and Public Relations, 16(2), 87-113.
  39. Ram, S. (1987). A model of innovation resistance. Advances in Consumer Research, 14(1), 208-212.
  40. Sago, B. (2011). The usage level and effectiveness of quick response (QR) codes for integrated marketing communication purposes among college students. International Journal of Integrated Marketing Communications, 3(2), 7-17.
  41. Shim, S. W., & Go, A. (2012). The study on application of QR code to digital signage. The Korean Journal of Advertising, 23(5), 187-214.
  42. Shin, D. H., Jung, J., & Chang, B. H. (2012). The psychology behind QR codes: User experience perspective. Computers in Human Behavior, 28(4), 1417-1426. https://doi.org/10.1016/j.chb.2012.03.004
  43. Shin, D. H., & Chang, W. S. (2013). QR code as interactive marketing communication media: Focused on technology acceptance model. Journal of Korea Contents Association, 13(3), 76-86. https://doi.org/10.5392/JKCA.2013.13.03.076
  44. Song, A. N. (2012). Virtual store, its possibility to progress as the 4th generation of distribution model. Fashion Channel. Retrieved July 1, 2014, from http://www.fashionchannel.co.kr/main09/news.php?table=papernews&query=view&uid=4839
  45. Sun, Z. J. (2014). Factors affecting on users' intention in using social commerce and online shopping. Journal of Korea Contents Association, 14(3), 352-360. https://doi.org/10.5392/JKCA.2014.14.03.352
  46. Thompson, R. L., Higgins, C. A., & Howell, J. M. (1991). Personal computing: Toward a conceptual model of utilization. MIS Quarterly, 15(1), 124-143.
  47. Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: For longitudinal field studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
  48. Venkatesh, V., Morris, M., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
  49. Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.
  50. Verkasalo, H., Lopez-Nicolas, C., Molina-Castillo, F. J., & Bouwman, H. (2010). Analysis of users and non-users of smartphone applications. Telemetrics and Informatics, 27(3), 242-255. https://doi.org/10.1016/j.tele.2009.11.001
  51. Workman, M. (2014). New media and the changing face of information technology use: The importance of task pursuit, social influence, and experience. Computers in Human Behavior, 31, 111-117. https://doi.org/10.1016/j.chb.2013.10.008