MOBILE TAGGING IN THE GERMAN MARKET: A COMPARATIVE STUDY ON USER AND NON-USER CHARACTERISTICS

Abstract

Mobile tags can contain short texts, phone numbers or even digital business cards to be decoded with camera equipped mobile devices. Most common is the use of these special types of 2D barcodes to encode links to mobile web pages: the user can scan the code and open the web page without a cumbersome keyboard input. There are numerous examples of mobile tagging in commercial or public areas already. However, today mobile tagging is still a niche application and far away from being used as standard feature on a regular basis by mobile users in Germany and other countries. This study presents an empirical investigation of mobile tagging users and non-users in the German market to explore usage determinants and reasons of the adoption or rejection of this new technology. From the study results, recommendations for supporting a broader diffusion as well as applying mobile tagging appropriately are derived

Keywords

• Mobile Tagging, QR Codes, Mobile Services, Mobile Media, Mobile Technologies, Technology Adoption

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