Perceived Innovation and Quick Response Codes in an Online-to-Offline E-Commerce Service Model

The prevalent consumption channel with portable devices has led to an emerging pattern of online–to-offline (O2O) purchasing behavior. By applying the technology acceptance model (TAM) and the theory of planned behavior as the theoretical framework, this study investigated consumers' perceptions toward applying quick response codes (QR codes) for shopping. Of the research sample, a total of 338 valid returns were investigated using a structural analysis with the partial least squares method. The results indicate that perceived innovation leads to greater perception of usefulness and ease of use. From the view of the TAM, the ease of QR code use does not influence the attitude of users regarding employing QR codes for shopping. The results lend support to the practical implications of the emerging O2O consuming behavior using QR codes with portable devices. Further findings and discussion are elaborated in this paper.