International Journal of Computer Networking,

Wireless and Mobile Communications (IJCNWMC)

ISSN(P): 2250-1568; ISSN(E): 2278-9448
Vol. 4, Issue 6, Dec 2014, 65-74
TJPRC Pvt. Ltd.

PREDICTING CONSUMER INTENTIONS TO QUICK RESPONSE

CODE ADOPTION: EVIDENCE FROM TAIWAN
M. L. TANG
Department Kinesiology Health and Leisure Studies, Chienkuo Technology University, Changhua City, Taiwan

ABSTRACT
Substantial growth in smart phone use has led to increasing interest in quick response (QR) code from both
academia and industry. However, a survey report of Taiwanese smartphone users showed that user adoption of QR code is
much lower than that of other countries. This paper aimed to understand what drives consumers to engage in QR code
adoption using the Unified Theory of Acceptance and Use of Technology model developed by Venkatesh, Morris, Davis,
and Davis (2003). Data was collected from 500 respondents with a response rate of 80 percent. Based on the results of
hierarchical regression, we found that effort expectancy and social influence are strong predictors of the intention to adopt
QR code. Between these two positively related constructs, social influence had the strongest effect. This implies that
companies should focus on incorporating elements of social influence into their marketing of QR code. As well as
providing practical suggestions for the application of QR code, this study validates the Unified Theory of Acceptance and
Use of Technology model in the context of QR code in Taiwan, thereby successfully generalizing the model.

KEYWORDS: Behavioral Intention, QR Code, Unified Theory of Acceptance and Use of Technology (UTAUT)
1. INTRODUCTION
Smart mobile phones have become the most important market in the telecom service industry. According
to a recent survey (Gartner, 2014), the global population of smart phone users was more than 967 million in 2013 and the
pace of growth was expected to increase. Taiwans telecom service market is not an exception (Chen & Chang, 2012, p1).
According to a report released by the Institute for Information Industry (2013), 73.6% of mobile phone users in Taiwan
used smart phones in 2013, and 79.2% of Taiwanese mobile phone users had adopted mobile internet service. This same
report predicted continued growth in users of mobile internet services, leading to increased opportunities for the mobile
commerce (m-commerce) industry (Hsiao, 2004). These developments have brought the topic of QR code into the
spotlight. Many facets of the QR code system have been examined, including usability (Canadi, Hopken, & Fuchs, 2010),
security and risk (Conde-Lagoa, Costa-Montenegro, Gonzalez-Castao, & Gil-Castieira, 2010), need (Ramsden & Jordan,
2009), preferences (Jackson, 2011), and feasibility (Lin, Tsai, Tsai, Wen, & Hu, 2012). Each study provided unique and
valuable contributions to understanding consumer values and QR code application, mobile service, and mobile
service-based technology. While the factors involved in purchasing-related behaviors are innumerable (Chen & Chang,
2012), it is still not clear what critical factors affect consumer attitudes in relation to information technology (Benslimane,
Plaisent, & Bernard, n.d.; Havelka, 2003; Zhang, Chan, & Fang, n.d.). Therefore, a more in-depth understanding of
consumer behavioral intention toward QR code application is still needed. This study addresses this issue, applying the
Unified Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh et al, 2003) to predict consumer intention with
a case study of Taiwanese users.

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M. L. Tang

2. CONCEPTUAL BACKGROUND AND HYPOTHESES

2.1 Unified Theory of Acceptance and Use of Technology (UTAUT)
The research model of this study is based on the UTAUT model described by Venkatesh et al. (2003), adapted to
apply to QR code. Five important modifications should be noted. (1) Age has been removed as a factor because the sample
population of this study belonged to the same age group (Lin, Chan, & Jin, n. d.; Yang & Wang, n.d.). (2) Voluntariness is
also excluded because all participants are assumed to voluntarily use QR code. (3) Since the purpose of this study was to
investigate critical factors that impact behavioral intention toward QR code adoption, usage is not considered as a factor.
That is, we focused on intention-to-use versus actual usage of QR code application. (4) Even though Venkatesh et al.
(2003) assumed that facilitating conditions have important effects on usage behavior, prior studies (Liu, 2003; Lin, 2003;
Massey, Khatri, & Ramesh, 2005; Wang, 2004; Yang, 2002) indicated that facilitating conditions also significantly affect
behavioral intention towards adoption of m-commerce; therefore facilitating conditions as they apply to behavioral
intention are included. Hence, this study hypothesizes that facilitating conditions (FC) affect users' intention of adopting
QR code. (5) Lastly, the factor of experience is classified into three forms: internet experience, smart phone experience,
and m-commerce experience. Prior studies (Aarnio, Enkenberg, Heikkila, & Hirvola, 2002; Okazaki, 2004) have indicated
that internet experience affects intention to adopt QR code. Since this study investigates behavioral intention towards QR
code adoption via smart mobile phones, it seems reasonable to hypothesize that smart mobile phone experience will affect
intention regarding QR code adoption. This study utilized these three forms of experiences to investigate behavioral
intention toward QR code adoption.
2.2 Effort Expectancy and Behavioral Intention
Venkatesh et al. (2003) defined effort expectancy as the degree to which an individual assumes ease of use of the
technology. The relationship between effort expectancy and behavioral intention is expected to be positively related. Prior
studies (Curtis & Payne, 2005; Rosen, n. d.; Chen & Cheng, 2012; Tsai, 2004) supported the idea that effort expectancy
correlates with behavioral intention. Thus, in order to examine whether or not effort expectancy directly influences
behavioral intention of QR code adoption, Hypothesis 1 was proposed as follows:
H1: There is a significantly positive relationship between the intention of adopting QR code and effort
expectancy.
In the study conducted by Venkatesh et al. (2003), experiences were shown to play a moderating role, influencing
behavioral intention through effort expectancy. Thus, this study makes a second hypothesis:
H2: One or more of these three experiences (internet experience, smart phone experience, and m-commerce
experience) moderate the relationship between effort expectancy and intention of adopting QR code.
2.3 Facilitating Conditions and Behavioral Intention
Facilitating conditions are defined as the efforts which an individual believes an organization and technical infrastructure
will expend to help her/him adapt to the new system (Venkatesh et al, 2003). Facilitating conditions are predictors of usage
behavior, which means an individuals usage behavior is impacted by whether organizations provide enough supplementary
mechanisms to help consumers understand the new technology. Tsai (2004) and Venkatesh et al. (2003) have demonstrated
the positive relationship between facilitating conditions and usage behavior. Since facilitating conditions are important
factors impacting usage behavior, Lin et al. (n.d.) and Yang and Wang (n.d.) assumed that facilitating conditions also play a
Impact Factor (JCC): 5.3963

Index Copernicus Value (ICV): 3.0

Predicting Consumer Intentions to Quick Response Code Adoption: Evidence from Taiwan

67

significant role in behavioral intention. The results of these studies demonstrated that there is a positive relationship
between facilitating conditions and behavioral intention, which leads to the third hypothesis:
H3: There is a significantly positive relationship between intention of adopting QR code and facilitating
conditions.
Further studies (Chang, 2004; Lin et al, n.d.; Yang & Wang, n.d.) have demonstrated that age, experience, and
other factors affect the relationship between facilitating conditions and usage behavior, and the relationship between
facilitating conditions and behavioral intention. However, the study conducted by Tsai (2004) did not demonstrate any
moderating effects by these factors on the relationship between facilitating conditions and behavioral intention. Since prior
research presented mixed findings, a fourth hypothesis is proposed as follows:
H4: One or more of these three experiences (internet experience, smart phone experience, and m-commerce
experience) moderate the relationship between facilitating conditions and intention of adopting QR code.
2.4 Performance Expectancy and Behavioral Intention
Among these proposed relationships, performance expectancy is assumed to be the strongest predictor of
behavioral intention, according to Venkatesh et al. (2003). Performance expectancy is defined as the degree to which an
individual assumes she/he will benefit from the technology. According to prior studies (Chang, 2004; Curtis & Payne,
2005; Rosen, n. d.; Tsai, 2004), performance expectancy is significantly positively related to behavioral intention; however,
the results of Lin et al. (n.d.) did not support this relationship. To elucidate this issue, we proposed the following
hypothesis.
H5: There is a significantly positive relationship between intention of adopting QR code and performance
expectancy.
Chang (2004) indicated that experience and occupation also play moderating roles. Hence, a sixth hypothesis was
proposed:
H6: One or more of three experiences (internet experience, smart phone experience, and m-commerce experience)
moderate the relationship between performance expectancy and intention of adopting QR code.
2.5 Social Influence and Behavioral Intention
Social influence is defined as the degree to which an individual assumes that others believe she/he should use the
technology (Venkatesh et al, 2003). Chang (2004), Curtis and Payne (2005), Lin et al. (n.d.), and Tsai (2004) indicated the
existence of a positive correlation between social influence and behavioral intention. Based on this prior research, we
proposed the following hypothesis:
H7: There is a significantly positive relationship between intention of adopting QR code and social influence.
The relationship between social influence and behavioral intention is affected by gender and experience according
to Venkatesh et al. (2003). They pointed out that the moderating effect becomes stronger for women, particularly for older
women with lack of experience. Hence, the eighth hypothesis was proposed:
H8: One or more of three experiences (internet experience, smart phone experience, and m-commerce experience)
moderate the relationship between social influence and intention of adopting QR code.

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2.6 Control Variables

In the study conducted by Venkatesh et al. (2003), gender was shown to play a moderating role, influencing
behavioral intention through effort expectancy; however, in the study conducted by Tsai (2004), gender did not play a
moderating role. Thus, this study proposed gender as a control variable. In the study conducted by Chen and Cheng (2012),
economic factors were found to play a moderating role. Therefore, this study proposed two control variables: gender and
monthly allowance.

Note. Adapted from Venkatesh et al. (2003)

Figure 1: Conceptual Model

3. METHODOLOGY
3. 1 Questionnaire Design
A self-administered questionnaire was designed to collect empirical data for this study. Based on the literature
review and specific features of the research setting, we included two sections. The first section comprised 20 questions
measuring respondents perceptions about effort expectancy (EE), performance expectancy (PE), perceived usefulness
(PU), facilitating conditions (FC), social influence (SI) and behavioral intention (BI). All items were measured with a
seven-point Likert-type scale, ranging from strongly disagree (1) to strongly agree (7). The constructs of EE (4 items),
PE (4 items), FC (6 items), SI (3 items) and BI (3 items) were adapted from the model proposed by Venkatesh et al. (2003).
The items for the constructs were taken from prior studies with proven validity and reliability. The second section of the
questionnaire collected the following demographic information: gender, internet experience, mobile commerce experience,
smart phone experience, and monthly allowance via a categorical scale. Willingness to adopt QR code was also measured
in this section.
3.2 Data Collection and Analysis
Data collection was conducted during February to May, 2014. The procedure for data collection consisted of three
steps. In order to collect data from college students, first, the instructor of each foundational computer classes
(i.e, Introduction to computers and C++ program, or Introduction to computer science) was called and asked for help.
Second, questionnaires were then distributed to the contact person of each class which agreed to participate in this study.
Last, the study was conducted during class time. In total, 500 questionnaires were distributed. After excluding 100 invalid
questionnaires, we obtained 400 usable samples, a response rate of 80%.

Impact Factor (JCC): 5.3963

Index Copernicus Value (ICV): 3.0

Predicting Consumer Intentions to Quick Response Code Adoption: Evidence from Taiwan

69

Hierarchical regression analysis was performed using SPSS 20.0. We calculated the maximum likelihood
parameter estimates, and used the correlation matrices of the items as input for the analysis. Internal consistencies of all
variables were first examined using Cronbachs values. Confirmatory factor analysis (CFA) was used to verify the factor
structure of the observed variables.

4. RESULTS AND DISCUSSIONS

4.1 Descriptive Statistics
Among the samples collected, the majority of the respondents were between were female (52.1%). In terms of
experience, 43.6% had approximately three years of internet experience, including holding an e-mail account; 56.3% had
approximately two years of experience using m-commerce, and 53.4% had approximately two years of experience using
smart phones. Approximately 43.9% received a monthly allowance between NT$5,000 and NT$10,000 ($US 167 and
333.33).
4.2 Measurement Model
As all measurements in this study were modified from previous studies, both validity and reliability were proven.
The acceptable threshold for average variance extracted (AVE) is >.5. Additionally, Nunnally (1978) indicated that the
minimum threshold for Cronbachs alpha is 0.5 or 0.6; the threshold selected for this study is >0.6. Based on the above
criteria, all of the indexes in this study are acceptable. In other words, the measurements in this study have acceptable
individual item reliability (factor loading >0.5), convergent validity (AVE > 0.5) and discriminant validity (diagonal values
larger than other related values). Details are presented in Table 1.
Table 1: Summary of Indices for Reliability and Validity

4.3 Results of Regression Analysis

The study used simple regression analysis to examine the relationship between EF, PE, FC, SI, and BI. As shown
in Table 2, effort expectancy significantly relates to behavioral intention. In addition, social influence is also significantly
related to behavioral intention (=.414, p=.000). The results therefore confirm that effort expectancy and social influence
both influence behavioral intention, supporting H1 and H7. To increase QR code usage, it thus would help to increase its
ease of use as well as increase marketing efforts related to the technology.
4.4 Testing Proposed Moderating Variables
This study used hierarchical regression analysis to examine the moderating effect of experience, and in order not
to be influenced by the exogenous variables, gender and monthly allowance were selected as control variables. The results
of Model 2 show that two independent variables (effort expectancy and social influence) significantly affect behavioral
intention (= .236 and = .414 respectively). However, in Model 2 and 3, the moderating variables (internet experience,

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M. L. Tang

mobile commerce experience, and smart phone experience) do not exert a significant effect on behavioral intention.
Therefore, hypotheses H2, H4, and H6 are not supported. This indicates that behavioral intention toward adopting QR code
will not be influenced by an individuals past experiences with regard to the internet, m-commerce, and smart phones.
Table 2: Hierarchical Regression of UTAUT model (N=400)

Note: = unstandardized path coefficients; t=t value; N=399.

*=p<0.05**=p<0.01***=p<0.001
Figure 2 depicts the significantly positive effects of effort expectancy and social influence on behavioral intention
(=.236, t-value =4.842, p=.000; =.414 t-value =8.628, p=.000).

Note: 1. Unstd. Est. (SE, Std. Est.)

2. ***: p<.001
Figure 2: Estimated Structural Model
Impact Factor (JCC): 5.3963

Index Copernicus Value (ICV): 3.0

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Predicting Consumer Intentions to Quick Response Code Adoption: Evidence from Taiwan

CONCLUSIONS
The main objective of this study was to investigate the relationships among effort expectancy, performance
expectancy, facilitating conditions, social influence, and behavioral intention. Furthermore, this study also explored the
ability of past experience to predict behavior in the context of QR code adoption. The results showed that effort expectancy
and social intention have direct effects on behavioral intention. Between effort expectancy and social intention, social
influence was a stronger predictor of behavioral intention. However, past experience did not exert any direct effects on
behavioral intention. This contradicts the findings of previous research (Venkatesh et al, 2003). One possible explanation is
that QR code is still in an early stage of development. Thus, it seems mechanisms to increase social pressure to use QR
code would be the most effective avenue for developers in the promotion of QR code to smart phone users.

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