Antecedents to Message Effectiveness in Mobile Marketing: The Example of QR Code Application

• Main Authors: Yu Liu, 劉諭
• Other Authors: Yen-ting Chiu
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/pkv5nt

碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 102 === The penetration rate of mobile devices has grown 15.6 % (2001) to 96 % (2012) worldwide. Since the smartphone ownership in Taiwan has grown with time, the benefit from M-commerce should not be underestimated. QR-Code has been utilized widely as a media in marketing communication. Whether the QR massage content can attract peoples’ attention and stimulate their buying intention further is an important issue for companies to make a decision. Distinguishing two scenarios (high complexity QR message content &; low complexity QR message content) this study examines whether there is a significant difference in Message Effectiveness. Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) in Technology Acceptance Model (TAM) and Hierarchy of Effects Model are adopted in this study. As the result show, Perceived Ease of Use and Perceived Usefulness significantly and positively influence Message Effectiveness (ME) in high complexity QR message content. Perceived Usefulness is also significantly and positively influences Message Effectiveness in low complexity QR message content, but there is no significant relationship between Perceived Ease of Use and Message Effectiveness. Further, there is a significant difference in Message Effectiveness between high and low complexity QR message content.