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http://dx.doi.org/10.12940/jfb.2014.18.2.80

Preceding Factors in the Effect of QR Code Characteristics on Consumer's Purchasing Intention for Mobile Marketing in Fashion Business  

Shin, Sangmoo (Dept. of Organic Materials.Fiber Engineering, Soongsil University)
Lee, Eunjung (Dept. of Organic Materials.Fiber Engineering, Soongsil University)
Publication Information
Journal of Fashion Business / v.18, no.2, 2014 , pp. 80-94 More about this Journal
Abstract
The utilization of QR code for mobile marketing in fashion business has been receiving growing attention with the increasing smart phone users and wireless internet environment. The purpose of this study was to investigate the effects of utilizing QR code for mobile marketing on consumer's purchasing intention based upon TAM model. This research was conducted by questionnaire method, in which the questionnaire was distributed to the consumers in Seoul. Among the questionnaire returned from the consumers, 196 were selected to be included in the analysis by developing descriptive statistics, factor analysis, cronbach's alpha, and regression analysis using SPSS15.0. The results of this study were as follows: There was a significant effect of QR code characteristics such as usability, mobility, aesthetics of design on perceived ease of use. The factors of individuality, interactivity, and aesthetics of design significantly affected on the perceived usefulness of QR code. The ease of use and usefulness significantly affected the consumers' enjoyment which positively affected on purchasing intention.
Keywords
fashion business; mobile marketing; perceived ease of use; perceived usefulness; QR code;
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Times Cited By KSCI : 2  (Citation Analysis)
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