文章基本信息

标题：Usage Level and Future Intent of Use of Quick Response (QR) Codes for Mobile Marketing among College Students in Turkey
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作者：Seda Demir ; Seda Demir ; Ramazan Kaynak 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2015
卷号：181
页码：405-413
DOI：10.1016/j.sbspro.2015.04.903
语种：English
出版社：Elsevier
摘要：AbstractQuick Response (QR) Codes are becoming a part of our lives. As mobile technologies are booming, QR codes are being used for various purposes, one of which is for mobile marketing. In this study, our goal was to investigate the current use and future intent of use of QR codes in mobile marketing among college students. We surveyed 241 college students in the beginning of 2013. The findings indicate that while more than 80% of students recognized QR codes, only half of them had used QR codes before. Furthermore, while the interest in using QR codes is currently low, the likelihood of using them is slightly higher than the current interest. Therefore, we can simply conclude that we are more likely to see higher adoption levels of QR codes among the traditional-age college students in the future. However, we also believe that mobile marketers need to find ways to promote the use of QR codes, teach how to use them, and increase adoption levels if they want to benefit from this new technology.
关键词：Quick Response Codes;QR Codes;Mobile Marketing;Consumer Behavior;Mobile Commerce