As advances in digital technologies (e.g., Apps, QR code, RFID tag) is rapidly changing market environment, marketing researches have extended technology acceptance models in different contexts. Since a supermarket chain, “Home Plus,” in Korea, had opened the first QR code virtual store at the subway platform in 2011, many firms attempt to use QR code technology convergence into their retail business. According to a survey report (Embrian, 2012), QR codes are highly familiar with consumers in Korea, and more than 70% mobile phone users have ever scanned QR codes. Due to ubiquitous nature of QR codes, it is obviously implied that marketers would capitalize the QR code technology on their retail business. Yet, it is skeptical for individuals to adopt QR code virtual store because it is in an infant stage in the retail store context. Therefore, marketers need to predict acceptance and use of QR code virtual store from a consumer perspective. Based on UTAUT (Unified Theory of Acceptance and Use of Technology) suggested by Venkatesh et al. (2003; 2012), this study formulated consumer acceptance model with four core determinants of intentions in the context of QR code virtual stores. Specific objectives are (a) identify perceived value in the context of QR code virtual store; (b) test the changes in consumer perceived value by experience over time; and (c) to predict UTAUT model for consumer acceptance to use QR code virtual store across different time points (i.e., from the time of their initial introduction to stages of experience). A longitudinal field study was conducted at the selected QR code virtual stores among individuals using smart phones. A self-administered questionnaire was developed based on literatures the context of consumer use of QR code virtual store. The multi-item scales of perceived value (i.e., performance expectancy, effort expectance, social influence, and facilitating condition) were adapted from Venkatesh et al.’s (2003) UTAUT constructs. Four items of behavioral intention to use QR code virtual store was developed. All items were measured on 5 points rating scale. Sample in this study was obtained from volunteers who participated in three different points in time: initial experience (T1), one month after first experience (T2) and three months after second experience (T3). Participants were required to visit to an assigned QR code store and do shopping task per each time. Then, they were asked to answer the questions on a survey, and there were 123 valid respondents to the first stage of the field experiment. As removed the respondents who did not participate in T2 or T3 point, a total of 309 pooled data across time (103 each time) were analyzed. The sample represents more females (n=66, 68%) than males (n=31, 32%), aging from 19 to 29 years (mean=21.58 years). Preliminarily, using the data pooled across times, factor analysis was conducted to identify underlying constructs for all research variables. As expected, a factor analysis of perceived value constructs revealed four factors: social influence (5 items), performance expectancy (5 items), effort expectancy (4 items), and facilitating condition (3 items). All factor loadings were ranged from .63 to .86, and all internal consistency reliabilities were greater than .80. Also, a unidimensional behavioral intention (4 items) confirmed to be valid (factor loadings=.88 to .93) and reliable (α=.94). Therefore, it is deemed that content validity and reliability were within acceptable ranges for further analysis. Of the four perceived value constructs, there were significant differences in the effort expectancy (F=7.10, p<.01) and facilitating condition (F=8.22, p<.001) across times of experience. Specifically, the perceive effort expectancy tended to be increased over time, indicating a difference of means between T1 and T2 at the significant level of .01 as a result of Duncan’s post-hoc test. With respect to facilitating condition, the mean tended to be increased over time, but post hoc test indicated a significant difference between T1 and T2. The perceived effort expectancy and facilitating condition tended to be changed in positive from T2 to T3 point, which were not significantly different. Therefore, the finding implies that the second stage of experience (i.e., one month after first experience) is a critical point for consumers to increase perceived value of QR code virtual store as a new retail technology. Otherwise, the other factors, such as social influence, performance expectancy and behavioral intention were not significantly increased during the three times of experience. To predict UTAUT model for consumer acceptance to use QR code virtual store, behavioral intention was served as dependent variable and the four factors of perceived value were served as independent variables in regression analysis. In the initial experience (T1), behavioral intention was significantly predicted by social influence (β=.39, t=4.42, p<.001) and performance expectancy (β=.46, t=4.44, p<.001), which explained for 57% of total variance (F=32.08, p<.001, adjusted R²=.57). In the second experience (T2), behavioral intention was significantly predicted by three factors, such as social influence (β=.43, t=5.91, p<.001), performance expectancy (β=.35, t=4.10, p<.001) and facilitating condition (β=.15, t=2.32, p<.05), accounted for 68 % of total variance (F=52.35, p<.001, adjusted R²=.68). In the three month after second experience (T3), behavioral intention was significantly predicted by social experience (β=.36, t=3.33, p<.01) and performance expectancy (β=.33, t=3.33, p<.001), accounted for 52 % of total variance (F=27.65, p<.001, adjusted R²=.52). This study supports the UTAUT model for consumer acceptance of QR code virtual store over time from a theoretical perspective. It should be noted that social influence and performance expectancy appears to be a determinant of behavioral intention to use in most situations. The effect of facilitating condition on behavioral intention was only significant when experienced in second stage. In addition, future study needs to expend technology acceptance model of virtual store in conjunction with digital technological attributes across different product categories.

As a multi-channel strategy becomes increasingly prevalent, consumers have many chances to select channels for searching and/or purchasing a product or brand. More recently, smart kiosk using QR codes plays an important role in encouraging customer migration between channels. Therefore, multichannel customer management is becoming a pivotal component in firms’ marketing strategy. This study was to (a) classify shopper clusters by rate of using retail channels for fashion product, (b) examine difference in searching apps’ contents of shopping for fashion products between the clusters, and (c) identify if customer migration shapes from smart kiosk to retail channels is differed by the clusters The sample in this study consisted of smart phone users who reside in metropolitan city in Korea. A self-administered questionnaire developed based on literatures mainly included rate of using retail channels for searching and purchasing fashion products, intention to migrate to channel from the fashion kiosk, and importance of apps contents for fashion in the mobile shopping context. A total of 103 respondents were obtained from youth generation aged from 19 to 29 (Mean=21.7 years). The respondents represent more females (69%) than males (31%). Data were analyzed by using cluster analysis, factor analysis, ANOVA via SPSS program. Based on rate of using retail channels, consumers were classified into three clusters by K-means cluster analysis. The cluster 1 (n=45) “offline shopper” had higher rate in using offline store for both searching and purchasing fashion products. The cluster 2 (n=32) “non-store shopper” was rated more highly in using online or mobile channels for searching and purchasing fashion products. The cluster 3 (n=24) “cross-shopper” was rated more highly in using online for searching and offline store for purchasing fashion products. Fashion apps’ contents consisted of five factors, such as discount price, promotion, product information, store information, and offering special products. Of those contents, there was a significant difference in offering special products between groups. That is, cross-shoppers or non-store shoppers perceived special product offering more importantly than did offline shoppers. This finding did not support the perceived importance of contents on the fashion apps by different consumer groups. However, special offers might be more useful contents for browsers using online and mobile website even if they may convert to purchase the item either at online website or offline store. With respect to channel migration after using a fashion kiosk, there was a significant difference in intention of channel selection for purchases among the three groups. Specifically, the “non-store shopper” was more highly intent to purchase at QR code virtual store (F=6.12, p<.05) and mobile shopping apps (F=3.63, p<.05) than was the other groups. Compared with non-store shopper, the “offline shopper” and cross- shopper were more likely to purchase at the brick-and mortar store for fashion products (F=9.72, p<.001). However, there was not significantly difference in selection of online shopping website. This study discussed a managerial implication for strategic channel integration by creating smart virtual kiosk with digital technology application into a multichannel retail environment. Also, retailers should develop unique channel positioning for converting to purchase per different shape of customer channel migration in the fashion retailing.

QR code has been widely used for Augmented Reality games as well as for many commercial applications. However, its usage was limited because it is difficult to enable tangible interactions through which users may change 3D models or animations. Markers, by blocking designated regions, may be recognized as different patterns allowing for tangible user interactions. Unlike markers, it is difficult to alter QR code patterns because QR code contains error correction patterns. In most cases, altered patterns cannot be recognized. Our goal was to enable QR code based interactions for Augmented Reality games. By performing research and experiments, we discovered a mechanism for altering QR code to change the text string that the QR code represents. In this paper, we introduced a QR code alteration prototype that is based on composition of partial QR codes by using transparent film overlays. We endowed tangible interaction capability to QR code for Augmented Reality games.

Management of maintenance parts in the aircraft have difficulty because of high cost of part, necessity of separate managements, and very many kinds of parts. The serial number of parts was used in maintenance process and then the results was depended on worker's ability. Also the workers used printed work order and manual at every time in maintenance processes. In this study, we analyzed the maintenance process and the information that occurs in the material warehouse and hangar for large airline company to solve the problems about inventory and visualization. Based on above analysis we developed the maintenance process with integrated by information technologies such as QR code and tablet PC. We expect the reduced errors resulting from visually checking and decreased work hours and maintenance cost and will finally develop the smart work.

본 연구의 목적은 스마트 기기를 활용한 교수-학습 설계와 학습방법에 대한 새로운 접근 및 방향을 제안하는데 있으며, 첨단 매체를 활용하여 학습자 참여를 촉진하는 게임형태의 주제중심 통합학습 교수설계의 사례를 제시하였다. QR코드를 활용한 주제중심 통합학습의 사례인 퀘스트 기반학습은 학습동기, 경험학습, 사회적 상호작용을 촉진하는 역할을 한다. QR코드를 활용한 설계는 자신의 인지구조를 확장하는데 요구되는 사회적 상호작용 전략, 동기증진 전략, 구성 주의에서 강조하는 복잡한 문제 상황과 스캐폴딩 전략이 포함된 학습자 중심 학습 환경을 지원하였다. 스마트 기기를 이용한 게임형 퀘스트 기반학습을 통해 학습에 대한 흥미 증진, 학습자 중심의 참여 학습, 활동중심, 협력학습, 사회적 상호작용을 통한 지식의 창출 측면에 대한 교수 설계에 창의적인 학습 환경을 제공하는 기회를 확인하였다.

본 연구는 스마트폰으로 인식이 가능한 QR코드를 이용한 퀘스트 기반학습을 적용하여 교육 현장에서 학습방법으로서 가능성을 확인하는데 있다. 퀘스트 기반학습의 적용은 초등학교 3학년 32명을 대상으로 1개월간 총 8차시에 걸쳐 적용되었다. 학습활동 후 학습동기의 네 가지 하위요인에 대한 다변량분석을 하였다. 연구결과, 퀘스트 기반학습은 동기하위요인 중 주의집중과 자신감 요인의 동기를 촉진하는 긍정적인 결과를 보였다. 게임형태의 퀘스트 기반학습은 다양한 미디어를 활용한 학습방법으로 교육현장에서 학습자 참여를 촉진하고, 활동중심의 경험학습을 위한 학습방법으로 활용될 수 있을 것이다.