the qr-code technology in public transportation: organizational innovation adoption and technology...

The QR-Code Technology in Public Transportation:

Organizational Innovation Adoption and Technology

Acceptance By

Melanie Gutsche & Sascha Jork

The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

1

Index

1. Development, Technological Characteristics and Customer Requirements for Usage of Quick-Response Codes

2. Use and Acceptance of QR-Codes

3. Organizational Innovation Adoption of QR-Code Technology


2

Index





3

Development• The Quick Response-Code (QR-Code) technology was developed in 1994 by Denso

• Originally used in logistics

• License-free

• Approved as an ISO international standard (ISO/IEC18004:2000)

• Nowadays used in:

– real-time information data– marketing– e-commerce– payment and ticketing– widely accepted

Denso Wave Inc. (2012) Soon (2008) Uitz/Harnisch (2012)


4

Technological Characteristics of QR-Codes and customer requirements for usage

Technological Characteristics:

•2D-Code Technology, 40different types

•Integrated error correction from 7% up to 30%

•Approximately 100 times more data compared to the linear 1D-Code:

– 7089 numerical or 4296 alphanumerical characters

•Support JIS Level 1, JIS Level 2, Kanji, Kana and Hiragana symbols.

Technical Requirements for End-Users

Cellphone with:

•Camera

•Moilbe internet connection

•Installed software for encodingKnuchel et al. (2001) Uitz/Harnisch (2012) and Soon (2008)


5

QR-Code Design

Uitz/Harnisch (2012)


6

Area of application in public transportation

• Payment: Ticket payment via scanning of QR- Codes

• Ticketing: Mobile Tickets encoded in a QR-Code

• Information: Information service providing connection information at

stations through scanning of QR- Codes

Uitz/Harnisch (2012) Quelle:http://www.mvg-mobil.de/qr


BVG 2011

http://www.tagmotion.de/qr-code-itellium.jpg

7

Index





8

Use and Acceptance of QR-Codes

Determination of research questions:

1. Has the QR-Code already established itself in the customers everyday life?

2. What are the determinants for that?

3. What makes Non-Users still refuse QR-Codes?

4. How does the „typical“ QR-Code User look like?


9

Methodology

1. Preparation of the survey questions about• Personal data• Use of QR-Codes• Acceptance and Attitude towards QR-Codes

2. Implementation in „Unipark“, distribution online (Facebook, Emails)

3. Developing Research Models

4. Analysis and results (Excel and SmartPLS Version 2.0M3)


10

Research Models and Variables

User Model•Habit:framework of experience, awareness and control

Non-User Model•Cognitive-based Inertia: being conscious of not taking the best choice

•Behavior-based Inertia:routine-based use, no awareness about (dis-)advantages

•Affective-based Inertia:change to a new system would cause stress

Polites/Karahanna (2012)


11

Hypotheses

User ModelH1: Habit, consisting of a framework of variables, has a significant influence on Use

Non-User ModelH1: Cognitive-based Inertia has a positive effect on Negative Attitude

H2: Behavior-based Inertia has a positive effect on Negative Attitude

H3: Affective-based Inertia has a positive effect on Negative Attitude


12

User Model

Perceived Ease of Use

Use

PEOU3

U2

U1

Perceived Usefulness

U3

Habit

H1 H2

0,197*

0,151**

0,559***

H3

R² = 0,481

PEOU

ObjectiveUsability

Output Quality

PU3PU3

Output Quality

PU1

PU2

PEOU2

PEOU1

H1

T-test siginificance: p*<0,05; **p<0,01;***p<0,001


13

Non-User Model

Cognitive- based Inertia

Negative Attitude

IN1.1

IN1.3

IN1.2

AT1

AT2

AT3

Behavior- based Inertia

IN1.4

IN1.6

IN1.5

Affective- based Inertia

IN2.1

IN2.3

IN2.2

0,279*

0,253*

0,124

R² =0,299

H1

H2

H3

T-test siginificance: p*<0,05; **p<0,01;***p<0,001


14

Measurement

1. T-test on significance

• p*<0,05; **p<0,01;***p<0,001

• Bootstrapping

2. Coefficient of Determination (R²)

• value of variance declares how well the indicator is expressed by the corresponding variable

Backhaus et al. (2000)The QR-Code Technology in Public Transportation: Organizational Innovation

Adoption and Technology Acceptance

15

Results Hypotheses and t-test

User Model:H1: Habit, consisting of a framework of variables, has a significant influence on Use

Non-User Model:H1: Cognitive-based Inertia has a positive effect on Negative AttitudeH2: Behavior-based Inertia has a positive effect on Negative AttitudeH3: Affective-based Inertia has a positive effect on Negative Attitude


16

Results Demographics

• 109 participants• 44 per cent students• 58 per cent at the age of 21-30

Gender division

72,00%

28,00%

0,00%

20,00%

40,00%

60,00%

80,00%

100,00%

Gender

Part

icip

ati

on

in

perc

en

tag

e

Male Female


17

Results Use of QR-Code

• 59 per cent don‘t use Ticketing• 71 per cent don‘t use Payment

Use of QR-Code

51,00%

29,00%20,00%

0,00%

20,00%

40,00%

60,00%

80,00%

100,00%

Participants

part

icip

atio

n in

pe

rcen

tage

Non-user User No Smartphone


18

The typical QR-Code User

Demographics: Male Business student 20-31 years old German 0-1000 €/month net lives <50km from Frankfurt

Knowledge, Experience: Good knowledge about smartphone and internet use QR-Code technology is common No bad experiences

Use in Public Transport: Seldom or never More out of fun For example scanning posters and packages


19

Conclusion User

QR-Code has established itself in the everyday life of some customers

Nevertheless:

• Enterprises should try to attract more customers to use QR-Codes in Public Transportation Payment and Ticketing and ensure constancy

Outlook:

Are existing advertising campaigns successfull?

Redesign?


http://www.bahn.de/p/view/buchung/mobil/handy_ticket.shtml

20

Conclusion Non-User

Behavior-based and cognitive-based Inertia have a huge impact on

Negative Attitude

• What is a possible solution for enterprises in such a situation?

Nevertheless:

• 57 per cent are interested in more information about QR-Code technology and take its use into consideration

• 44 per cent would use the QR-Code in combination with bonus offers

Start information and (if lucrative) bonus campaigns


21

Index





22

Organizational Innovation Adoption


23

Frambach/Schillerwaert (2002)

Environmental Influences (1/2)

Enviromental influences describe the business environment in relation to the technology. Competitive pressures and positive externalities can promote the adoption process.

•Cooperated development under the umbrella organization VDV (Verband Deutscher Verkehrsunternehmen).

•High market penetration of compatible Cellphones– The percentage of people who have cellphones, which are able to

use QR-Code Technology, is permanently raising.

Frambach/Schillerwaert (2002) VDV (2012)


24

Entrepreneurial Objectives related to the Adoption of QR-Code Technology

• Modernization of ticket distribution and payment systems

• Cost reduction

• Customers should be personalized

– New marketing strategies

– Future operative planning

VDV (2011) RMV (2008)


25

Alternative Technologies (1/2)

Aztec – Code•Advantages in Error Correction•Protected against forgery •High market penetration in the area of boarding tickets•Lower data storage capacity

Knuchel et al. (2011)


http://www.bahn.de/p/view/buchung/mobil/handy_ticket.shtml

26

Alternative Technologies (2/2)

Near Field Communication•Wireless standardized interface •Able to communicate with other devices in range •Simultaneously deployed in customer related areas•Low market penetration •Expensive

Valmestad (2011) Finkenzeller (2008) Knuchel et al. (2011)


http://www.mobile-zeitgeist.com/wp-content/NFC-vs-QR-1.png

27

Example for successfull adoption (1/3)

The cashless payment and ticket system where realized, for example, by the Berliner Verkehrsgesellschaften in cooperation with the Deutsche Bahn AG for their public transportation network in Berlin.

BVG (2012)


http://www.bvg.de

28


Requirements for User:

The customer needs a cellphone with the following requirements:•Mobile internet connection•Camera•Android or Apple iOs as an operationg System•Instalation of the apllication•Creation of a account:

– personal information– detail for electronic bank debiting

BVG (2012)


29


Ticketing

•Starting the trip through the scanning of the available QR-Code.

•The Ticket is shown in the installed application.

•At the end of the journey, the customer must scan the QR-Code at his destination point

Payment:

•The calculation of the fee takes place at the end of the operating day.

•The System automatically calculate the cheapest possile connection.

•Direct debit transactions are conducted.

BVG Informationsbroschüre (2012)


30

Conclusion

•The possibility of usage without charges is attractive for business activities

•Existing products like the Aztec-Code and the NFC technology are competetive products.

•No uniform usage of the technologies.

•No possibility to forecast the future perspective of QR-Code usage in the long run.


31

Thank you for your attention


32

Reference List

Backhaus, K., Erichson, B., Plinke, W., and Weiber, R. (2000): Multivariate Analysemethoden - Eine anwendungsorientierte Einführung, (8 ed.) Springer, Berlin, Heidelberg, New York.

Bagozzi, R.P., and Yi, Y. (1988): "On the Evaluation of Structural Equation Models," Journal of the Academy of Marketing Science (16:1), pp 74-94.

Davis, F. D., Bagozzi, R. P., Warshaw, P. R. (1989): User Acceptance of Computer Technology: A Comparison of two Theoretical Models. Management Science, 35(8), 982-1003

Deutsche Bahn (2012): Handy-Ticket: Ihr Handy als Fahrkarte. [Available]: http://www.bahn.de/p/view/buchung/mobil/handy_ticket.shtml (12.12.2012)

Deutsche Bahn (2012): Handy-Info. [Available]: http://www.bahn.de/wmedia/view/static/partner/apps/desktop.html (19.12.2012)

Polites, G.L. and Karahanna, E. (2012): Shackled to the Status Quo: The Inhibiting Effects of incumbent System Habit, Switching Costs, and Inertia on New System Acceptance. MIS Quarterly, 36 (1), 21-42.


33

Reference List

• Rhein-Main-Verkehrsverbung GmbH (2008): Das RMV HandyTicket. [Available]:http://www.blic.de/fileadmin/deutsch/work/Workshop081125_26/Vortrag_Hammrich_ZIV.pdf (12.8.2012)

• Rhein-Main-Verkehrsverbund GmbH (2012): Presse-Information – RMV verkaufte das 1-millionste HandyTicket. [Available]:http://www.rmv.de/linkableblob/de/60798-54302/data/120417_1_mio_etickets_pdf.pdf (12.11.2012)

• Rhein-Main-Verkehrsverbund GmbH (2012a): Der RMV in Zahlen [Available]: http://www.rmv.de/de/Verschiedenes/Informationen_zum_RMV/Der_RMV/Wir_ueber_uns/33028/RMV_in_Zahlen.html


34

Reference List

• Soon, T. (2008): QR Code. Synthesis Journal (2008): 59-78

• Treiß F. (2011): Deutsche Bahn und BVG bauen Mobile Ticketing aus. Mobilbranche (2011) [Availabel]: http://mobilbranche.de/2011/07/deutsche-bahn-und-bvg-bauen-mobile-ticketing-aus/4287 (12.8.2012)

• Valmestad, L. (2011): Q(a)R(t) Code Public Art Project: A Convergence of Media and Mobile Technology. Journal of the Art Libraries Society of North America, Vol 30, No 2 (Fall 2011). 70-73

• Verband Deutscher Verkehrsunternehmen 2007: Mit dem Handy Bus und Bahn Fahren. [Available]: http://www.dashandyticket.de/artikel260407.html (12.8.2012)

• Verband Deutscher Verkehrsunternehmen (2012): Statistik 2011 [Available]: http://www.vdv.de/module/layout_upload/st2011_online.pdf (12.15.2012)


35

the qr-code technology in public transportation: organizational innovation adoption and technology...

Documents

acceptance of qr

qr code information

dcode technology

technology acceptance

scanning of qr

codes acceptance

typical qrcode user

qrcode design uitzharnisch