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題名：應用QR Code優惠券於行動行銷--以知覺QR Code優惠券價值為觀點
書刊名：亞太經濟管理評論
作者：曹文琴 引用關係／謝銘倉
出版日期：2013
卷期：16:2
頁次：頁27-38
主題關鍵詞：QR Code優惠券；知覺價值；科技接受模式；QR code coupon；Perceived value；Technology acceptance model；TAM
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
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  • 點閱點閱:14
數位行動生活中或許您在報章雜誌上都能看到Quick Response code（QR Code），看起來像是無字的交叉填字遊戲，但只要透過隨身攜帶的智慧型手持移動裝置掃描，就能輕易獲得新內容、優惠券甚至其它優惠。因此，本研究藉由探討QR Code優惠券知覺價值，並結合科技接受模型，透過量化研究方式，藉由市場現有QR Code優惠券為例，提供消費者進行掃描與使用；消費者掃描完並閱讀完QR Code優惠券後進行問卷的填寫。於問卷回收完成後，經由結構方程模型進行信效度、研究模型適配度分析與假設檢定等分析。結果發現：（1）QR Code優惠券價值對其有用性與易用性有顯著影響；（2）QR Code優惠券有用性將影響消費者的使用態度與使用意圖；（3）易用性則對有用性無顯著影響，且對使用態度則亦不具影響力；（4）最後，消費者對QR Code優惠券之使用態度將顯著的影響其使用意願。
As shortcut for mobile input, the quick response (QR) code is increasing being popular and integrated in marketing management. The consumers will see or use the QR codes for online shopping and marketing promotion, and in advertising activities. It is easy to get information available of coupon promotion by scanning the QR codes while using smart handheld Devices (SHD) (eg: Smart phones, Tablet PCs ... etc.). The empirical results show that (1) the value of perceived QR coupon have a significant positive effect on perceived usefulness and ease of use; (2) perceived usefulness of QR Code coupons have a significant positive effect on consumer attitudes and intention to use; (3) perceived ease of use doesn't have a effect on the usefulness and consumer attitude; and (4) consumer attitude toward the QR code coupon will significantly positive effect on the intention of use. The managerial implications for online marketing managers, and limitations, are discussed.
期刊論文
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圖書
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