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http://dx.doi.org/10.5934/kjhe.2013.22.5.477

An Exploratory Study of Perceived Benefits and Risks for QR Code based Virtual Fashion Stores  

Kim, Eun Young (Dept. of Fashion Design Information, Chungbuk National University)
Lee, MiYoung (Dept. of Fashion Design & Textiles, Inha University)
Publication Information
Korean Journal of Human Ecology / v.22, no.5, 2013 , pp. 477-490 More about this Journal
Abstract
This study explores critical and success factor of benefits and risks for predicting the acceptance of QR code virtual fashion stores. As an exploratory approach, this study conducted focus group interviews(FGI) with 21 panels who had experience with selected QR virtual stores (e.g., Home plus, 11th Street, Pin & Fit). Content analysis was used to generate 184 excerpts and classify into benefits and risks related to QR code virtual stores. With respect to benefits, content analysis identified four factors: Affective appeal, perceived usefulness, ubiquity, and brand promotion. Also, contents regarding perceived risks were classified into four factors: Complexity, lack of information, lack of technology infrastructure, and perceived cost. A managerial implication was discussed for predicting consumer technology acceptance of a QR code virtual store in the fashion retailing market.
Keywords
perceived benefit; risk; QR code; virtual fashion store; qualitative research;
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