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http://dx.doi.org/10.5392/JKCA.2011.11.12.136

Factors Influencing the Pre and Post Acceptance Behavior of QR code User  

Lee, Sang-Ho (경성대학교 디지털콘텐츠학부 디지털미디어)
Publication Information
The Journal of the Korea Contents Association / v.11, no.12, 2011 , pp. 136-144 More about this Journal
Abstract
The Purpose of this research was to identify the factors have influenced Word-of-mouth with a personal Innovativeness in using QR code and to get an advertising & marketing side implication. For this, researcher examined a SEM (structural equating model) methodology of the route from the study on the influencing factors the QR code user's pre and post acceptance behavior and applied the examined variables, existing Expanded TAM, TRAM, PAM which is a contribution points. As a result of this study, first, it was confirmed that the personal innovativeness affected user's perceived usefulness, joyfulness, use intention, and satisfaction. Second, it was confirmed that innovativeness affected perceived usefulness, use intention and this route connected to WOM, in other side, it was discussed that innovativeness affected joyfulness, satisfaction and this route connected to WOM. The above result means that 'joyfulness', 'satisfaction' are important elements, in terms of marketing aspect, for the companies to take an advantage of QR Code as a means of advertising. It should be understood that users don't spend their time on the service having no joy as quality of life improves. After all, it means that uninteresting QR Code isn't suitable for mediums of advertising.
Keywords
High-tech Marketing; Post Acceptance Behavior; Innovativeness; Satisfaction; Word of Mouth; QR Code;
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Times Cited By KSCI : 4  (Citation Analysis)
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