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THE ROLE OF QR CODES IN GREEN ADVERTISEMENTS: AN EMPIRICAL RESEARCH COMBINING TAM AND PERCEIVED GREEN VALUE AND GREEN TRUST
- 언어ENG
- URLhttps://db.koreascholar.com/Article/Detail/401167
4,000원
초록
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.
목차
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
저자
