Customers’ QR Code Usage Barriers in a Brick-and-Mortar Store : A Qualitative Study
Paananen, T., Holkkola, M., Makkonen, M., Frank, L., & Kemppainen, T. (2023). Customers’ QR Code Usage Barriers in a Brick-and-Mortar Store : A Qualitative Study. In A. Pucihar, M. Kljajić Borštnar, R. Bons, G. Ongena, M. Heikkilä, & D. Vidmar (Eds.), 36th Bled eConference : Digital Economy and Society : The Balancing Act for Digital Innovation in Times of Instability (pp. 171-188). University of Maribor. https://doi.org/10.18690/um.fov.4.2023.11
Date
2023Discipline
MarkkinointiKestävä liiketoiminta ja talous (painoala)Value Creation for Cyber-Physical Systems and ServicesHyvinvoinnin tutkimuksen yhteisöTietojärjestelmätiedeSustainable BusinessMarketingSustainable Business and Economy (focus area)Value Creation for Cyber-Physical Systems and ServicesSchool of WellbeingInformation Systems ScienceSustainable BusinessCopyright
© University of Maribor, University Press
The purpose of this study is to explore the factors that hinder customers from utilizing QR codes when they visit brick-and-mortar (B&M) stores. The research was conducted at a Finnish fashion retailer, where three types of QR codes were displayed for customers to use. In order to identify the barriers that customers face, two different sets of data were collected and analyzed: open-ended survey data (n = 101) and interview data (n = 16). The findings showed two main categories of barriers,customer and company related, with seven sub-barriers. The customer-related barriers included lack of interest in QR codes, user-related usage issues, desire for a device-free B&M store, and dislike toward QR codes. The company-related barriers included unnoticeable QR codes in the B&M store, service personnel in the B&M store, and QR code-related technical problems.
Publisher
University of MariborParent publication ISBN
978-961-286-751-5Conference
Bled eConferenceIs part of publication
36th Bled eConference : Digital Economy and Society : The Balancing Act for Digital Innovation in Times of InstabilityKeywords
Original source
https://press.um.si/index.php/ump/catalog/book/786Publication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/183934822
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- Informaatioteknologian tiedekunta [2337]
- Kauppakorkeakoulu [1384]
Related funder(s)
Business FinlandFunding program(s)
Others, Business FinlandLicense
Except where otherwise noted, this item's license is described as CC BY 4.0