THE ROLE OF QR CODES IN GREEN ADVERTISEMENTS: AN EMPIRICAL RESEARCH COMBINING TAM AND PERCEIVED GREEN VALUE AND GREEN TRUST
Siwei Li, Morikazu Hirose, Yuting Liu, Kei Mineo
- LanguageENG
- URLhttp://db.koreascholar.com/Article/Detail/401167
Global Marketing Conference
2020 Global Marketing Conference at Seoul
(2020.11)
pp.736-745
pp.736-745
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
This paper discusses the influence of QR codes on consumers’ purchase decision in green advertising. We found that QR codes can improve advertisement value, perceived green value, and green trust. This relation eventually leads to a positive influence on consumers’ purchase intention.
Table Content
ABSTRACT
1. INTRODUCTION
2. LITERATURE REVIEW AND HYPOTHESES
2.1 Technology Acceptance Model and advertisement value
2.2 Perceived green value, green trust and advertisement value
2.3 Dependent variables
3. ANALYSIS AND RESULTS
3.1 Procedure
3.2 Results
3.3 Assessment of structural model
4. DISCUSSION AND CONCLUSION
4.1 Discussion
4.2 Conclusion
4.3 Limitations and future research
5. References
1. INTRODUCTION
2. LITERATURE REVIEW AND HYPOTHESES
2.1 Technology Acceptance Model and advertisement value
2.2 Perceived green value, green trust and advertisement value
2.3 Dependent variables
3. ANALYSIS AND RESULTS
3.1 Procedure
3.2 Results
3.3 Assessment of structural model
4. DISCUSSION AND CONCLUSION
4.1 Discussion
4.2 Conclusion
4.3 Limitations and future research
5. References
Author