• Science of Emotion and Sensibility
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• v.22 no.2
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• pp.59-69
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• 2019

The present study explored consumer's perception and preference on providing information of fashion products by using QR code and suggested the possibility for consumer-to-consumer and consumer-to-company connection. A survey was conducted on males and females in their 20s-a population among whom the rate of smart phone penetration is higher than in any other age group and who tend to exchange information online. The results showed that consumers are dissatisfied with the amount of information, terms of instructions, and ambiguous washing symbols currently provided. Therefore, the study identified the need for better methods of providing information and found that QR code, which is able to deliver high-quality information on fashion products, can be an efficient alternative. Moreover, respondents felt the need for detailed washing instructions, information on handling, and functionality of material on high-involvement fashion products such as outdoor, padding, suit, and underwear worn next to the skin. They also desire styling tips or purchasing information such as SNS OOTD (Outfit Of The Day) utilizing the product, other products that may go well with the one purchased, and similar products on casual wear and coat used on a daily basis. Therefore, QR code used as a link to information web pages or a social network can help consumers to satisfy information needs and to use the products effectively.