Motive and attitude to use QR code as an advertising and publicity media: An empirical study

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, and 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.