• Korean Journal of Human Ecology
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• v.22 no.5
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• pp.477-490
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• 2013

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.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.6
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• pp.913-928
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• 2014

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.