패션비즈니스 모바일 마케팅의 QR Code 속성이 소비자구매의도에 영향을 미치는 선행변수연구
Preceding Factors in the Effect of QR Code Characteristics on Consumer's Purchasing Intention for Mobile Marketing in Fashion Business
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초록
The utilization of QR code for mobile marketing in fashion business has been receivinggrowing 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 mobilemarketing on consumer's purchasing intention based upon TAM model. This research was conducted by questionnaire method, in which the questionnaire wasdistributed to the consumers in Seoul. Among the questionnaire returned from theconsumers, 196 were selected to be included in the analysis by developing descriptivestatistics, 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 whichpositively affected on purchasing intention.
Abstract
The utilization of QR code for mobile marketing in fashion business has been receivinggrowing 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 mobilemarketing on consumer's purchasing intention based upon TAM model. This research was conducted by questionnaire method, in which the questionnaire wasdistributed to the consumers in Seoul. Among the questionnaire returned from theconsumers, 196 were selected to be included in the analysis by developing descriptivestatistics, 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 whichpositively affected on purchasing intention.
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