Perceived QR code technological attributes in the smart shopping context

Eun Young Kim and Namhee Yoon

Journal of Global Fashion Marketing, 2014, vol. 5, issue 4, 297-307

Abstract: This study identified underlying dimensions of perceived QR code technological attributes in the smart shopping context and aimed to compare differences in the perceptions of QR code attributes between shopping tasks for apparel and for general merchandise at the QR code virtual stores. To collect data, a self-administered questionnaire was developed based on previous literature. A total of 122 usable responses were obtained from smartphone users who reside in Korea. Participants were assigned to smart-shopping tasks at selected QR code virtual stores in the Korean market. Descriptive statistics, factor analysis and t-test were used for data analysis. Results showed that perceived QR code technological attributes consisted of eight factors: m-accessibility, location-based information, instant interactivity, scanner/reader, data storage, ubiquity, wireless infrastructure and digital signage. Also, there were significant differences in three QR code technological factors – location-based information, ubiquity and wireless infrastructure between apparel and general merchandise – in the smart shopping context. This study discusses practical implications of utilizing QR codes in the retail stores, and provides an insight into smart business solutions in the future.

Date: 2014
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DOI: 10.1080/20932685.2014.926130

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