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許江山 SamXU Jiangshan1155037186江岸 AnnJIANG An1155036790張詩婉 SylviaZHANG Shiwan1155036953吳天儀 AiurWU Tianyi1155037073韓小帆 FanHAN Xiaofan1155037130余旻佳 OliviaYU Minjia1155037677

Index 1

IntroductionLiteratureSampling

MeasurementFindings

ImplicationLimitation

Introduction 2

Literature Sampling Implication

Introduction

Measurement LimitationFindings

Review 3

Introduction

Introduction 4

Introduction

Introduction 5

Introduction

Introduction 6

Introduction

Introduction 7

Introduction

QR code usageQR code usage

中国移动互联网发展状况报告 2013 年 4 月中国互联网络信息中心

Introduction 8

Introduction

QR code usageQR code usage

中国移动互联网发展状况报告 2013 年 4 月中国互联网络信息中心

Literature

Sampling ImplicationIntroduction

Literature 9

Literature 10

FrameworkFramework

Literature

Sampling ImplicationIntroduction Measurement LimitationFindings

Literature 11

The Technology Acceptance Model TAM

Literature

TAM is an information systems theory that models how users come to accept and use a technology

TAM suggests that when users are presented with a new technology, a number of factors influence their decision about how and when they will use it, notably:• Perceived usefulness (PU)• Perceived ease-of-use (PEOU)

TAM is an information systems theory that models how users come to accept and use a technology

TAM suggests that when users are presented with a new technology, a number of factors influence their decision about how and when they will use it, notably:• Perceived usefulness (PU)• Perceived ease-of-use (PEOU)

Literature 12

The Technology Acceptance Model TAM

Literature

Literature 13

Use and Gratification U&G

Literature

Classic definition • the social and psychological origins of needs• generate expectations of the mass media or other sources• lead to differential patterns of media exposure• resulting in need gratifications and other consequences• mostly unintended ones.

Literature 14

Use and Gratification U&G

Literature

Paradigm of U&G: Some Assumptions •Satisfy individual needs•Fulfill expectations•Goal-directed•Actively select•Using self-report measure•Motives & gratifications→cultural significance Katz, Blumler, & Gurevitch, 1974; Rubin, 1985, 1986

Literature

Sampling

ImplicationIntroduction

Sampling 15

Sampling 16

Literature

Sampling

ImplicationIntroduction Measurement LimitationFindings

Sampling 17

Literature

Sampling

ImplicationIntroduction Measurement LimitationFindings

Literature Sampling ImplicationIntroduction

Measurement

LimitationFindings

Measurement

LimitationFindings

IV-1 Perceived Ease of Use (PEOU)IV-1 Perceived Ease of Use (PEOU)

1. Learning to operate QR codes is easy for me2. I would find it easy to get QR codes to do what I want them to

do3. I find QR codes are flexible to interact with

1. Learning to operate QR codes is easy for me2. I would find it easy to get QR codes to do what I want them to

do3. I find QR codes are flexible to interact with

Measurement

LimitationFindings

IV-2 Perceived Usefulness (PU)IV-2 Perceived Usefulness (PU)

1. Using QR codes enables me to get information more quickly.2. I think that using QR codes provides me valuable and practical

information and services.4. Using QR codes would enhance my working effectiveness.5. I think QR codes would save my time.6. I think that QR codes are secure to use.7. I evaluate QR codes as functional.8. QR code is the only entrance to get some service

1. Using QR codes enables me to get information more quickly.2. I think that using QR codes provides me valuable and practical

information and services.4. Using QR codes would enhance my working effectiveness.5. I think QR codes would save my time.6. I think that QR codes are secure to use.7. I evaluate QR codes as functional.8. QR code is the only entrance to get some service

Learning to operate QR codes is easy for meI would find it easy to get QR codes to do what I want them to doI find QR codes are flexible to interact with

Measurement

LimitationFindings

IV-3 Subjective Norms (SN)IV-3 Subjective Norms (SN)

1. I want to use QR code services because my colleagues/friends do so.

2. Using the service also reveals my personality to other people.3. Following people who are important to me, I should use the

services.4. I think it is trendy to use QR code.5. I am curious about QR code.

2. Using the service also reveals my personality to other people.3. Following people who are important to me, I should use the

services.4. I think it is trendy to use QR code.5. I am curious about QR code.

Measurement

LimitationFindings

DV-1 General FrequencyDV-1 General Frequency

The frequency of using QR code.The frequency of using QR code.

DV-2. Actual UsageDV-2. Actual Usage

I have used QR code to download software store information access information pay mobile bills participate in interactions

get discount add friends login in website get authentication

Findings 23

Literature Sampling ImplicationIntroduction Measurement Limitation

Findings

Findings 24

Frequency of using QR codeFrequency of using QR code

Findings

Findings 25

FrequencyFrequency

Findings

Findings 26

FrequencyFrequency

Model Summary

ModelR R Square Adjusted R Square Std. Error of the Estimate

1 .416a .173 .153 .402

a Predictors: (Constant), Education, Age, Gender, SN, PEOU, PU 。

IVs to Overall frequency of Use

Findings

Findings 27

FrequencyFrequency

Findings

Findings 28

IV-3 Subjective Norms (SN)IV-3 Subjective Norms (SN)

2. Using the service also reveals my personality to other people.3. Following people who are important to me, I should use the ser

vices.4. I think it is trendy to use QR code.5. I am curious about QR code.

2. Using the service also reveals my personality to other people.3. Following people who are important to me, I should use the ser

vices.4. I think it is trendy to use QR code.5. I am curious about QR code.

Findings

Findings 29

SN & FrequencySN & FrequencyCoefficients(a)

Unstandardized CoefficientsStandardized Coefficients

t Sig.BStandard deviation Beita

1 (Constant) 2.292 .113 20.368 .000

Q2_5_I want to use QR code services because my colleagues/friends do so.(SN1)

.063 .042 .116 1.495 .136

Q2_6_Using the service also reveals my personality to other people.(SN2)

.121 .053 .233 2.266 .024

Q2_7_Following people who are important to me, I should use the services. .(SN3)

-.041 .043 -.086 -.965 .335

Q2_3_I am curious about QR codes. (SN5) -.005 .034 -.011 -.161 .872

Q2_8_I think it is trendy to use QR code.(SN4)

.040 .045 .082 .898 .370

a. Dependent variable: Q1_How often do you use qr code?

Findings

Findings 30

DiversityDiversity

Findings

Findings 31

DiversityDiversityCoefficients(a)

Model Unstandardized Coefficients Standardized Coefficients

t Sig.B Standard deviation Beita

1 (constant) .864 .458 1.888 .060

PEoU -.029 .143 -.019 -.201 .841

PU .431 .156 .278 2.757 .006

SN .153 .077 .129 1.997 .047

Gender -.058 .103 -.034 -.568 .570

Age .124 .095 .079 1.309 .192

Education .100 .082 .074 1.220 .224

a. Dependent Variable: Q4_3_frequency_Access to information

Findings

Findings 32

DiversityDiversity

Access to information PU .006 SN .047

Revealing Personality .008

Access to information PU .006 SN .047

Findings

Findings 33

Model Unstandardized Coefficients Standardized Coefficients

t Sig.B Standard deviation Beita

1 (Constant) 1.202 .477 2.521 .012

PEoU -.014 .148 -.009 -.097 .923

PU .489 .163 .300 3.000 .003

SN .166 .080 .133 2.082 .038

Gender .003 .107 .002 .033 .974

Age .027 .099 .016 .275 .783

Education .033 .085 .024 .390 .697

a. Dependent Variable: Q4_6_frequency_Get discount

Findings

Findings 34

DiversityDiversity

Getting Discount: PU .003 SN .038

Findings

Findings 35

Unstandardized Coefficients Standardized Coefficients t Sig.

B Standard deviation Beita

1 (Constant) .838 .518 1.618 .107

PEoU .130 .161 .075 .804 .422

PU .481 .177 .265 2.716 .007

SN .203 .087 .146 2.337 .020

Gender .097 .116 .049 .832 .406

Age .139 .107 .075 1.293 .197

Education -.150 .092 -.095 -1.618 .107

a.Dependent Variable: Q4_7_frequency_Add friends

Findings

Findings 36

DiversityDiversity

Adding Friends PU .007 SN .020

Following Important People .075

Adding Friends PU .007 SN .020

Following Important People .075

Findings

Findings 37

DiversityDiversity

Findings

Findings 38

Measurement Limitation

Findings

Findings 39

Findings

Findings 40

Findings

Literature Sampling

Implication

Introduction

Implication 41

Literature Sampling

Implication

Introduction

Implication 42

ImplicationImplication

• not widely used, widely known though.

• rare frequent users, even for the popular functions.

• education to potential users for concrete and unique new usage of QR Code rather than just a display of QR Code as a logo.

• not widely used, widely known though.

• rare frequent users, even for the popular functions.

• education to potential users for concrete and unique new usage of QR Code rather than just a display of QR Code as a logo.

Limitation 43

Measurement

Limitation

Findings

Limitation 44

Measurement

Limitation

Findings

Thank you !

許江山 SamXU Jiangshan1155037186江岸 AnnJIANG An1155036790張詩婉 SylviaZHANG Shiwan1155036953吳天儀 AiurWU Tianyi1155037073韓小帆 FanHAN Xiaofan1155037130余旻佳 OliviaYU Minjia1155037677

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