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2020.11 구독 인증기관 무료, 개인회원 유료

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

Global Marketing Conference 2020 Global Marketing Conference at Seoul pp.736-745 글로벌지식마케팅경영학회

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.

4,000원

2020.11 구독 인증기관·개인회원 무료

EXAMINING THE ROLE OF SCREEN SIZE AND AD SKEPTICISM ON CONSUMER ATTITUDES TOWARD SUBTITLED VIDEO ADS: AN INVESTIGATION AND ANALYSIS OF MODERATED MODERATION

Yuting Liu, Mineo Kei, Morikazu Hirose

Global Marketing Conference 2020 Global Marketing Conference at Seoul p.339 글로벌지식마케팅경영학회