Browsing by Author "Ales, Francesca"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- QR codes on packaging : a technology acceptance model approach comparing informative and entertaining contentPublication . Ales, Francesca; Romeiro, Paulo Alexandre Mendes RamosNowadays the increase of smartphone usage by consumers has led marketers to design new forms of mobile marketing in order to better connect with them. Among latest marketing trends smart packaging is emerging as one of the most sought after by brands; in particular, the incorporation of QR Code on packaging, is the most widespread form. There are many studies aimed at understanding consumers’ behavior towards QR Code, but previous researches lack in determining which are the specific drivers related to QR Code applied to packaging. The present dissertation wants discuss what a QR Code is and which are its applications, together with exploring the challenges and opportunities faced by QR Codes on packaging. The original Technology Acceptance Model (Davis, Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, 1989) and its later adaptation (Davis, Bagozzi, & Washaw, Extrinsic and Intrinsic Motivation to Use Computers in the Workplace’, 1992) were used in order to build the conceptual framework which includes Perceived Ease of Use, Perceived Usefulness and Perceived Enjoyment as the independent variables and Intention to Use as the dependent variable. Results reveal that all the independent variables have a positive influence on consumers’ Intention to Use QR Codes on packaging, where Perceived Enjoyment has the strongest impact. Finally, the non-parametric equivalent of the T-test, the Mann- Whitney U Test, revealed a statistically significant difference in the usage intention of those respondents that saw the entertaining QR Code and those that saw the informative QR Code, suggesting that a QR Code on packaging which directs consumers to an entertaining content leads to increased level of usage intention. Given the results obtained, this study also discusses possible managerial implications taking into consideration the limitations that affect the entire study.