What Make Sport Spectators Scan Quick Response Code? Application of Technology Acceptance Model to MLB Attendees

Abstract

Mobile marketing has become a powerful tool to attract consumers. In terms of delivering customized messages to a specific segment, one of the most effective technologies is Quick Response code. QR code enables sport organizations to develop diverse marketing activities online. The purpose of this study is to reveal the behavioral patterns of sport consumers in scanning QR codes. Using Major League Baseball spectators in a Midwestern area, the study carries out a self-administered survey; a total of 175 samples were collected. To uncover sport consumers' behavioral patterns concerning scanning and to identify attributes that influence intentions to scan sport-related QR codes, the study employs hierarchical regression analysis. The hierarchical regression analysis demonstrated that important attributes that affect sport consumers' intentions to scan sport-related QR codes were ease of use, sport fanship, content attractiveness, and attitude toward new technology. This study suggests that to attract sport consumers' intentions to use sport-related QR codes, mobile marketers should offer them simple and instant benefits with appropriate name, size, and location of QR codes.