Scan it - get it: A study on the socio-demographic characteristics of consumers using qr codes

Abstract

The present study examined the usage of QR codes among consumers from different demographic groups (gender, generation, marital status, work, income, education, experience with QR codes, QR code usage frequency, QR code risk perception) within the framework of the Technology Acceptance Model (TAM). An online survey was used in the research methodology. A total of 556 individuals aged 18 and above residing in Türkiye were included in the study. The data obtained were utilized to analyze the effect of the perceived usefulness and perceived enjoyment dimensions of the TAM on QR code usage attitude and intention to use, accomplished through the use of structural equation modeling. The findings showed that user experience and security perception influence QR code usage. Additionally, the study demonstrated that perceived enjoyment positively affects the intention to use QR codes, whereas perceived usefulness has no effect on the intention to use QR codes. It is imperative to develop security measures, conduct awareness studies, and enhance consumers' perceptions of trust in QR codes to facilitate the widespread acceptance of QR codes.

Keywords

• QR Code
• Consumer Behavior
• Technology Acceptance Model (TAM)

Tara – al: Qr kod kullanan tüketicilerin sosyo-demografik özellikleri üzerine bir inceleme

Öz

Bu çalışmada, Teknoloji Kabul Modeli (TAM) çerçevesinde farklı demografik gruplardan (cinsiyet, kuşak, medeni durum, çalışma durumu, gelir durumu, eğitim düzeyi, QR kod kullanma deneyimi, QR kod kullanma sıklığı, QR kod risk algısı) tüketiciler arasında QR kod kullanımı incelenmiştir. Araştırma verisi online anket ile toplanmıştır. Araştırmaya 18 yaş ve üzerinde olan Türkiye'de ikamet eden toplam 556 birey dâhil edilmiştir. Elde edilen veriler ile yapısal eşitlik modellemesi kullanılarak TAM'ın algılanan fayda ve algılanan eğlence boyutlarının QR kod kullanma tutumu ve kullanma niyeti üzerindeki etkisi analiz edilmiştir. Bulgular, kullanıcı deneyiminin ve güvenlik algısının QR kod kullanımını etkilediğini göstermiştir. Ayrıca çalışma, algılanan eğlencenin QR kod kullanma niyetini olumlu yönde etkilediğini, algılanan faydanın ise QR kod kullanma niyetini etkilemediğini ortaya koymuştur. Çalışma QR kodların yaygın kabul görmesini kolaylaştırmak için güvenlik önlemlerinin geliştirilmesi, farkındalık çalışmalarının yapılması ve tüketicilerin QR kodlara olan güven algısının arttırılması zorunluluğunu göstermektedir.

Anahtar Kelimeler

• Qr Kod
• Tüketici Davranışları
• Teknoloji Kabul Modeli (TKM)

Kaynakça

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