Paper #12

User Acceptance of QR Code based Mobile Application in Interactive E-Commerce

Yuhanis Yusof, Lee Cheng Hooi and Azizi Abas

Abstract: Advertisement on products or services can be found in many forms; video, banners, pamphlets, etc. However, these advertisements only function as a one-way communication as consumers are only presented with the product information and the seller. Further action on purchasing the product is absent or is to be made separately. Such an approach may not guarantee a sale for the seller as the customer may only retrieve the information of the product but purchase it elsewhere. Hence, this study demonstrates the use of QR code technology not only in marketing but also in e-commerce. The technology is realized in "On the GoShop" mobile application that has two types of users: seller and buyer. Sellers are people who wanted to promote their product and/or services while buyers are the ones who have a desire to purchase. An evaluation study on the acceptance of the mobile application was then performed on a total of 50 respondents and it is learned that the proposed e-commerce application is well accepted. Ninety percent of the respondents agree with the usefulness of the application and are looking forward to using the application in daily routines. The use of QR code technology not only facilitates consumer in purchasing their desired product but also contribute to cost-effective marketing.

Keywords: QR code; digital marketing; e-commerce; digital advertising.