qr code

A STUDY OF CONSUMERS’ INTENTION TO

USE QUICK RESPONSE CODES ON PRINT-ADVERTISEMENTS

05/01/2023Ho Chi Minh City, Vietnam

Student’s name: PHAM NGOC QUYNH NHU (BABAIU11131)

Advisor: NGUYEN THI HUONG GIANG

CONTENTSI. Introduction

II. Literature ReviewIII. Methodology

IV. Analysis & ResultsV. Conclusions & Recommendations

I. Introduction Background & Rational

QR Code is a high encoding capacity barcode. It can contain URL, SMS, text, image and video.

It is considered as a highly potential tool for marketing. Marketers love it but have been poorly implying QR Code in most cases.

There is a significant shortage of academic studies and market researches on QR Code in Vietnam.

I. Introduction Objectives

To capture the current scenario of QR Code usage in Vietnam.

To explore Vietnamese consumers’ attitudes and perceptions toward QR Code.

To identify factors that influence consumers’ intention to scan a QR Code.

To recommend the effective applications of QR Code in marketing.

I. Introduction Questions

How QR Code is used in Vietnam?

What are customer’s impressions toward QR Code?

What factor affects customer’s intention to scan a

QR Code?

What are the recommendations for an effective

application of QR Code in marketing?

I. Introduction

This research can serve as a review of QR Code usage in Vietnam

The research findings are useful for marketers who are interested in m-commerce or interactive and cross-media marketing.

Data, theories and concepts discussed can be used for future researches.

Research’s Significance

II. Literature Review

• Defined as the probability that an individual will engage in a given activity (Davis, Bagozzi, and Warshaw,1992).

• Is a critical step in understanding the individual’s behavior (Sheppard et al, 1988).

• Technology Acceptance Model is the most used tool to measure an individual acceptance of an information system, which is shown by the intention to engage in the given behavior (Lee, Kozar & Larsen, 2003).

Behavioral Intention

• The degree to which a person believes that using a particular system would enhance his or her job performance. In other words, they will be better off from using it (Davis, 1989).• The more useful a new system is, the more likely people will intend to try it (David, 1989; Fenech, 1998; Subramanian, 1994; Saeed, 2008).

Perceived Usefulness

II. Literature Review

• The degree to which a person believes that using a particular system would be free of effort (Davis, 1989).

• An easy to use system is more appealing to consumers (David, 1989; Fenech, 1998; Gefen & Straub, 2000; Subramanian, 1994).

Perceived Ease of Use

• Defined as potential loss due to fraud or a hacker compromising the security of user (Slovic,1980)..

• High user perception of risk can lead to poor acceptation of technology (Adam & Mike, 2008; Koved et al., 2013).

Perceived Security Risk

• Refers to the extent to which using a technology is perceived to be enjoyable in its own right (Davis et al., 1992).

• It can explain behavioral intention to use a certain technology (Arami, Dickinger, Meyer, 2008; Chesney, 2006; Teo & Noyes, 2011; Van der Heijden, 2004).

Perceived Enjoyment

II. Literature Review Research model

(Adapted from Davis. 1986; Koved et al., 2013; Van der Heijden, 2004)

II. Literature Review H1: There is a positive effect of perceived usefulness on

customer’s intention to use QR Code on advertisements

H2: There is a positive effect of perceived ease of use on customer’s intention to use QR Code on advertisements

H3: There is a negative effect of perceived risk on customer’s intention to use QR Code on advertisements

H4: There is a positive effect of perceived enjoyment on customer’s intention to use QR Code on advertisements

Hypotheses

III. Research Methodology Quantitative research Target population: Vietnamese citizens from 18 years

old who have used smartphones. Sample size: 200 Research instruments: questionnaire Data collection: convenient sampling Data analysis: • Descriptive Statistics• Reliability Test• Exploratory Factor Analysis (EFA) • Correlation Test • Multiple Regression Analysis

IV. Data Analysis Demographics

IV. Data Analysis Descriptive Analysis

Number of

itemsAvg. Mean Avg. Std.

Deviation

Perceived Usefulness

(PE)6 3.45 1.085

Perceived Ease of Use(PU)

5 3.49 1.13

Perceived Security Risk(PR)

5 2.98 0.98

Perceived Enjoyment

(PJ)4 3.32 1.05

Intention to Use (IU) 5 3.23 1.11

IV. Data Analysis Reliability Analysis

Number of items Cronbach's Alpha

Perceived Usefulness(PE) 6 .932

Perceived Ease of Use(PU) 3 .938

(PE3, PE4 removed)Perceived Security

Risk(PR)

4 .889(PR1 removed)

Perceived Enjoyment(PJ) 4 .917

Intention to Use (IU) 5 .958

IV. Data Analysis Exploratory Factor Analysis

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .932

Bartlett's Test of Sphericity Approx. Chi-Square 3164.881

df 136 Sig. 0.000

KMO and Bartlett's Test of Independent Variables

Total Variance Explained of Independent Variables


Factor

1 2

PU6 .870 PE1 .832 PJ1 .831 PE2 .831 PU3 .817 PU1 .804 PJ3 .795 PJ2 .793 PJ4 .787 PE5 .786 PU2 .786 PU5 .702 PU4 .686 PR5 .897 PR4 .843 PR3 .760 PR2 .686

Extraction Method: Principal Axis Factoring. Rotation Method: Varimax with Kaiser Normalization.

The new variable is named Perceived Usefulness

Many researches has identified the cross causal relationships among perceived usefulness, ease of use, enjoyment and behavioral intention (Adam, Nelson & Todd, 1992; Davis, 1989; Doll, Hendrickson & Deng, 1998; Igbaria, Iivari & Maragahh, 1995; Praveena & Thomas, 2014; Ramayah & Ignatius, 2005; Sun & Zhang, 2006; Teo & Noyes, 2011)

Rotated Factor Matrixa of Independent Variables


Kaiser-Meyer-Olkin Measure of Sampling

Adequacy. .872

Bartlett's Test of

Sphericity

Approx. Chi-Square 1169.070

df 10

Sig. .000

Factor

1

IU3 .955

IU2 .920

IU5 .905

IU1 .895

IU4 .859

Rotated Factor Matrixa of Dependent Variable

Total Variance Explained of Dependent Variable

KMO and Bartlett's Test of Dependent Variable


Revised ModelRevised Factors and Items

H1: There is a positive effect of perceived usefulness on customer’s intention to use QR Code on advertisements

H2: There is a negative effect of perceived risk on customer’s intention to use QR Code on advertisements

IV. Data Analysis Correlation Testing

PU PR IU PU Pearson

Correlation 1 .413** .789**

Sig. (2-tailed) .000 .000

N 200 200 200 PR Pearson

Correlation .413** 1 .297**

Sig. (2-tailed) .000 .000

N 200 200 200 IU Pearson

Correlation .789** .297** 1

Sig. (2-tailed) .000 .000

N 200 200 200 **. Correlation is significant at the 0.01 level (2-tailed).

IU has positive linear relationships with PU and PR.

PU has the strongest relationship with IU.

IV. Data Analysis Regression Analysis

Model R R Square Adjusted R

Square Std. Error of the Estimate

1 .790a .624 .620 .63516 a. Predictors: (Constant), PR, PU b. Dependent Variable: IU

PR and PU can interpret 62.4% of variance of IU

This model has reached statistical significant to be able to predict dependent variable.

IV. Data Analysis Regression Analysis

IU = 0.251 + 0,908PU

– 0.043PR

V. Discussion & Recommendations5.1 Current landscape of QR Code usage in Vietnam market

Vietnam is a promising market


QR Code has good exposure

It is not used very often


Fliers, posters, brochuresVoucher

Product packagePrepaid mobile card

Health Insurance cardWebsite

Social mediaEmail

Newspaper/magazineBillboard

Don't remember

0.00%

5.00%

10.00

%15

.00%

20.00

%25

.00%30

.00%

10%7%

22%8%

6%26%

19%3%

14%1%

27%

Log in/Friend

Download app

Make purchase

Promotion code

Find infor about loyalty

Visit website

Look up information

Ticket booking

Exchange contacts

Don't remember

0% 5% 10% 15% 20% 25% 30% 35%22%

18%

6%

16%

14%

12%

26%

2%

6%

30%

QR Code did not make a strong impression towards Vietnamese consumers


Moca advertisements

Unnecessary Useless Redundant


Marketers are skeptical and did not put any extra efforts.

Consumers didn’t pay enough attention and have little motivation to learn and practice new technology

V. Discussion & Recommendations5.2 Recommendations for better application of QR Code on print-ads

Improving perceived usefulness Show consumers how they will be

better off. Tie QR Code with different kinds of

benefits: finance, education, entertainment and so on.

Make sure the landing page or action is relevant and beneficial to consumers.


Improving perceived ease of use Give a short instruction on the ads

Make sure the placement of QR Code is reachable to consumers Recommended places: airport, cinema, mall, inside buses.


Improving perceived enjoyment Raise consumer’s curiosity. Humor, celebrities and music are perceived as the most

enjoyable (Burgos & Mobolade, 2011).

Victoria’s Secret and Calvin Klein ads


Interactivity is the key Interactivity has positive

relationship with perceived usefulness, ease of use and enjoyment (2011)

Call for action message

V. Discussion & Recommendations5.3 Perceived Security Risk

Need further studies with larger sample size. Tell consumers’ the consequences of scanning a

certain QR Code.

V. Recommendations This research is for Vietnam market. This research only deals with behavioral intention

rather than actual behavior. There could be other variables in context of using

Quick response Code. Customer’s perceptions and beliefs is still changing. Perceived Risk should be paid more attention with

larger sample size for a better result.

Limitations

THANK YOU

IV. References Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user

acceptance of information technology. MIS quarterly, 319-340. Koved, L., Trewin, S., Swart, C., Singh, K., Cheng, P. C., & Chari, S. (2013, July).

Perceived security risks in mobile interaction. In Symposium on Usable Privacy and Security (SOUPS).

Van der Heijden, H. (2004). User acceptance of hedonic information systems.MIS quarterly, 695-704

Ajzen, I. (2006). Constructing a theory of planned behavior questionnaire. University of Massachusetts. Retrieved from http://people.umass.edu/aizen/pdf/tpb.measurement.pdf

Chesney, T. (2006). An acceptance model for useful and fun information systems. Human Technology: An Interdisciplinary Journal on Humans in ICT Environments, 2(2), 225-235.

Koved, L., Trewin, S., Swart, C., Singh, K., Cheng, P. C., & Chari, S. (2013, July). Perceived security risks in mobile interaction. In Symposium on Usable Privacy and Security (SOUPS).

Burgos, D., & Mobolade, O. (2011). Marketing to the New Majority: Strategies for a Diverse World. Macmillan.

Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned Behaviour: A meta-analytic review.British Journal of Social Psychology, 40(4), 471

Davis Jr, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results (Doctoral dissertation, Massachusetts Institute of Technology).

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