Analysis of usage motives and usage attitudes of QR codes as advertising and promotional means: Focus on the lifestyle of smartphone users
AUTHORS
Seohee Kang,Ph.D cous of Kumoh National Institute of Technology Dept. Airline Service Managment School
Hwayeol Choi,Korea of Business, Jeju International Univ., J eju-si,Jeju-do
ABSTRACT
This study investigates how the QR code, which is emerging as a new means of advertising and promoting, affects the usage motives and attitudes according to the lifestyle of smartphone users. Based on previous studies, we classified the lifestyle of smartphone users into success-oriented, social-oriented, family-oriented, impulsive-purchase, prudent/careful-purchase types. These lifestyles have created motivation for using QR codes, and the attitudes of users can be determined accordingly. The conclusions drawn from these studies will suggest the theoretical direction of how QR codes are effective depending on the lifestyle of customers categorized by individuals or organizations who want to advertise and advertise through QR codes.
KEYWORDS
Advertising / PR, QR code, Lifestyle
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