Cross-Cultural Investigation of Consumer Perceived Value of Technology: A Study of Quick Respond (QR) Codes in Emerging and Developed Markets (Korea and US)
2
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
As a consequence of the rapid growth of digitalization and the spread of internet technology across countries, the mobile device has become a key means of receiving digital information via the help of a QR code. This study examines how consumer perceptions differ in developing and emerging markets regarding the value derived from using QR codes. A web- based survey was developed to collect data from QR code users of two countries: the USA and South Korea. A total of 274 American and 239 Korean responses were obtained. The findings show that there are differences in consumers’ perceptions of QR codes and their perceived value. The intention to continue using QR codes differs across countries, which implies the important role played by cultural difference, beliefs, experience, and lifestyle on patterns of consumers scanning QR codes of various types of content, for various items, and at various places.
Abstract
As a consequence of the rapid growth of digitalization and the spread of internet technology across countries, the mobile device has become a key means of receiving digital information via the help of a QR code. This study examines how consumer perceptions differ in developing and emerging markets regarding the value derived from using QR codes. A web- based survey was developed to collect data from QR code users of two countries: the USA and South Korea. A total of 274 American and 239 Korean responses were obtained. The findings show that there are differences in consumers’ perceptions of QR codes and their perceived value. The intention to continue using QR codes differs across countries, which implies the important role played by cultural difference, beliefs, experience, and lifestyle on patterns of consumers scanning QR codes of various types of content, for various items, and at various places.
참고문헌 (57)
- Ashraf, A. R., "The application of the technology acceptance model under different cultural contexts : The case of online shopping adoption", Journal of International Marketing, 22(3), pp.68~93 (2014)
- Al-Khalifa, H. S., "Utilizing QR code and mobile phones for blind and visually impaired people", Proceedings of the 11th International Conference on Computers Helping People with Special Needs, pp.1065~1069 (2008), Springer
- Ali, N., "Pre-service teachers’ perception of quick response (QR) code integration in classroom activities", The Turkish Online Journal of Educational Technology, 16(1), pp.93~100 (2017)
- Ajzen, I., "The theory of planned behavior", Organizational Behavior and Human Decision Processes, 50(2), pp.179~211 (1991)
- Ashford, R., "QR codes and academic libraries", College & Research Libraries News, 71, pp.526~530 (2010)
- Bhatnagar, A., "Online information search termination patterns across product categories and consumer demographics", Journal of Retailing, 80(3), pp.221~228 (2004)
- Bailey, A., "Mobile payments adoption by US consumers : An extended TAM", International Journal of Retail & Distribution Management, 45(6), pp.626~640 (2017)
- Baller, S., "The global information technology report 2016 : Innovating in the digital economy" (2016), World Economic Forum
- Bang, H., "A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea : A content analysis", International Marketing Review, 22(3), pp.309~326 (2005)
- Bigné, E., "The theme park experience : An analysis of pleasure, arousal and satisfaction", Tourism Management, 26, pp.833~844 (2005)
- Cozzarin, B. P., "Mobile commerce and device specific perceived risk", Electronic Commerce Research, 16(3), pp.335~354 (2016)
- Chen, Z., "A conceptual model of perceived customer value in e-commerce : A preliminary investigation", Psychology and Marketing, 20(4), pp.323~347 (2004)
- Choi, J., "Risk perception and e-shopping: A cross-cultural study", Journal of Fashion Marketing and Management, 7(1), pp.49~64 (2003)
- Choi, J., "A cross-cultural investigation of consumer e-shopping", Journal of Economic Psychology, 25(6), pp.821~838 (2004)
- Demir, S., "Usage level and future intent of use of quick response(QR)codes for mobile marketing among college students in Turkey", Procedia-Social and Behavioral Sciences, 181, pp.405~413 (2015)
- "Denso Wave" (2018)[URL]
- Durak, G., "QR codes in education and communication", Turkish Online Journal of Distance Education, 17(2), pp.42~58 (2016)
- Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology", MIS Quarterly, 13(3), pp.319~340 (1989)
- Das, G., "Consumer Emotions : Determinants and outcomes in shopping mall", Journal of Retailing and Consumer Services, 38, pp.177~185 (2017)
- Franke, R., "Cultural roots of economic performance : A research note", Strategic Management Journal, 12, pp.165~173 (1991)
- Forgas-Coll, S., "The role of trust in cruise passenger behavioral intentions", Management Decision, 52(8), pp.1346~1367 (2014)
- Fleeson, W., "In favor of the synthetic resolution to the person-situation debate", Journal of Research in Personality, 43(2), pp.150~154 (2009)
- Gu, L. L., "Facebook, Twitter, & QR codes : An exploratory trial examining the feasibility of social media mechanisms for sample recruitment", Computers in Human Behavior, 60, pp.86~96 (2016)
- Gupta, S., "Value-driven internet shopping: The mental accounting theory perspective", Psychology and Marketing, 27(1), pp.1335~ (2010)
- Islam, A. N., "E-learning system use and its outcomes : Moderating role of perceived compatibility", Telematics and Informatics, 33(1), pp.48~55 (2016)
- Jung, J., "Consumer-based brand equity: Comparisons among Americans and South Koreans in the USA and South Koreans in Korea", Journal of Fashion Marketing and Management, 12(1), pp.24~35 (2008)
- Khan, G. F., "Social media communication strategies of government agencies : Twitter use in Korea and the USA", Asian Journal of Communication, 24, pp.60~78 (2014)
- Kim, Y. G., "Consumer acceptance of a quick response (QR) code for the food traceability system: Application of an extended technology acceptance model (TAM)", Food Research International, 85, pp.266~272 (2016)
- Kim, Y. K., "Shopping value orientation: Conceptualization and measurement", Journal of Business Research, 67(1), pp.2884~2890 (2014)
- Kim, Y. H., "A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention", Decision Support Systems, 56, pp.361~370 (2013)
- Kapoor, K. K., "Examining the role of three sets of innovation attributes for determining adoption of the interbank mobile payment service", Information Systems Frontiers, 17(5), pp.1039~1056 (2015)
- Lee, Y. S., "Online banking authentication system using mobile-OTP with QR-code", Computer Sciences and Convergence Information Technology (ICCIT), 5th International Conference, pp.644~648 (2010)
- Lin, K. Y., "Predicting mobile social network acceptance based on mobile value and social influence", Internet Research, 25(1), pp.107~130 (2015)
- Liu, T. Y., "QR code and augmented reality-supported mobile English learning system", Mobile multimedia processing. Lecture notes in computer science, 5960, pp.37~52 (2010)
- Lim, S., "Culture and purpose of web 2.0 service adoption: A study in the USA, Korea and Spain", The Service Industries Journal, 31(1), pp.123~131 (2011)
- Lee, H., "Why do people share their context information on social network services? A qualitative study and an experimental study on users’ behavior of balancing perceived benefit and risk", International Journal of Human-Computer Studies, 71(9), pp.862~877 (2013)
- Lu, Y., "Dynamics between the trust transfer process and intention to use mobile payment services: A cross-environment perspective", Information Management, 48(8), pp.393~403 (2011)
- Morgeson, F. V., "Cross-national differences in consumer satisfaction : Mobile services in emerging and developed markets", Journal of International Marketing, 23(2), pp.1~24 (2015)
- McCabe, M. Y., "Using QR codes and mobile devices to foster an inclusive learning environment for mathematics education", International Journal of Technology and Inclusive Education, 1(1), pp.37~43 (2012)
- Ozturk, A. B., "What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and perceived convenience", International Journal of Information Management, 36(6), pp.1350~1359 (2016)
- Okazaki, S., "Benchmarking the use of QR code in mobile promotion", Journal of Advertising Research, 52(1), pp.102~117 (2012)
- Pérez-Sanagustín, M., "Using QR codes to increase user engagement in museum-like spaces", Computers in Human Behavior, 60, pp.73~85 (2016)
- Ryu, J. S., "Consumer acceptance of mobile marketing communications using the QR code", Journal of Direct, Data and Digital Marketing Practice, 15, pp.111~124 (2013)
- Ryu, J. S., "Mobile marketing communications in the retail environment: A comparison of QR code users and non-users", International Journal of Mobile Marketing, 8(2), pp.19~29 (2013)
- Smith, R., "Cross-cultural examination of online shopping behavior : A comparison of Norway, Germany, and the United States", Journal of Business Research, 66(3), pp.328~335 (2011)
- Schultz, M. K., "A case study on the appropriateness of using quick response(QR)codes in libraries and museums", Library & Information Science Research, 35(3), pp.207~215 (2013)
- Soon, T. J., "The Synthesis Journal: Section three - the QR Code", iTSC Information Technology Standard Committee, 59~78 (2008)
- Shin, D., "The psychology behind QR codes: User experience perspective", Computers in Human Behavior, 28, pp.1417~1426 (2012)
- Shukla, P., "Effects of consumer psychographics and store characteristics in influencing shopping value and store switching", Journal of Consumer Behavior, 12(3), pp.194~203 (2013)
- Slade, E. L., "Modeling consumers’ adoption intentions of remote mobile payments in the United Kingdom : extending UTAUT with innovativeness, risk, and trust", Psychology & Marketing, 32(8), pp.860~873 (2015)
- Schierz, P. G., "Understanding consumer acceptance of mobile payment services : An empirical analysis", Electronic Commerce Research and Applications, 9(3), pp.209~216 (2010)
- Shin, D. H., "Modeling the interaction of users and mobile payment system: Conceptual framework", International Journal of Human Computer Interaction, 26(10), pp.917~940 (2010)
- Tan, G. W. H., "NFC mobile credit card: The next frontier of mobile payment?", Telematics and Informatics, 31(2), pp.292~307 (2014)
- Venkatesh, V., "Consumer acceptance and use of information technology : Extending the unified theory of acceptance and use of technology", MIS Quarterly, 36(1), pp.157~178 (2012)
- Watson, C., "Consumer attitudes towards mobile marketing in the smart phone era", International Journal of Information Management, 33(5), pp.840~849 (2013)
- Wu, J., "Consumer acceptance of mobile payment across time : Antecedents and moderating role of diffusion stages", Industrial Management & Data Systems, 117(8), pp.1761~1776 (2017)
- Yang, J., "Exploring the impact of QR codes in authentication protection : A study based on PMT and TPB", Wireless Personal Communication, 96, pp.5315~5334 (2017)
