옥외매체에서의 QR코드의 활용실태에 관한 연구

초록

The purpose of this study is to examine how QR codes are used in outdoor advertising. The results of survey showed brochure and pamphlet were top channels through which QR codes were exposed by QR code users. QR codes were used once or twice a month and 2-3 minutes on the average by QR code users. QR codes users were mainly exposed to product or service information through internet home page or mobile web after scanning QR codes. QR code users utilized it to get fun, in curiosity, or participate in promotion and events. QR code users perceived the major advantage of QR codes was ease of participation of promotion and events. QR codes were effective in words of mouth, but were short of resulting in store-visit, recommending product or service to others, and product purchase. This study indicates that it is necessary to provide consumers with fun and economic benefits such as coupon to obtain the ad effectiveness of QR codes.

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