Cross-Cultural Investigation of Consumer Perceived Value of Technology: A Study of Quick Respond (QR) Codes in Emerging and Developed Markets (Korea and US)

Abstract

As a consequence of the rapid growth of digitalization and the spread of internet technology across countries, the mobile device has become a key means of receiving digital information via the help of a QR code. This study examines how consumer perceptions differ in developing and emerging markets regarding the value derived from using QR codes. A web- based survey was developed to collect data from QR code users of two countries: the USA and South Korea. A total of 274 American and 239 Korean responses were obtained. The findings show that there are differences in consumers’ perceptions of QR codes and their perceived value. The intention to continue using QR codes differs across countries, which implies the important role played by cultural difference, beliefs, experience, and lifestyle on patterns of consumers scanning QR codes of various types of content, for various items, and at various places.