| Summary: | 碩士 === 國立中興大學 === 科技管理研究所 === 102 === With the popularity of smartphones, people jump on the bandwagon of diverse applications of digital marketing. In our daily lives, it is not rare to see two-dimensional square barcodes, also known as QR code (Quick Response code). One of the QR code features is that we can utilize our smartphones to decode quickly, and get more detailed information. Because of its low cost and easy-to use feature, not only is it used as a marketing tool, also it is used as a method of mobile payment or in many other applications. This study is developed from user''s point of view, to understand the underlying reasons why people use the QR code on their smartphone.
"Uses and gratifications" theory is based on the user’s point of view and, to explore the way people use the media. The study will do the questionnaire survey, on QR code uses and look into gratifications theory perspectives in order to understand the motivation of using QR code. The results uses exploratory factor analysis to divide people use’s motivation behind the QR code into three dimensions, "functionality gratifications", "convenience gratifications" and "social gratifications," and then use confirmatory factor analysis to explore the relationship between different using motivations.
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