Research On Consumer Behavior Of Two-dimensional Code

The development of technology bring as much as possible to communication.The rise of3G network let the media and the audience become more connected andformed a richer, more smooth channel. Two-dimensional code came into being inthis environment, compared to the traditional one-dimensional bar codes,two-dimensional code from a stereoscopic perspective hold more information, toachieve the perfect fusion of the plane and network multimedia and to build a simpleand effective media cooperation, so that audiences can use media initiatively and insome kind enhancing the effect of media use.In China two-dimensional code has a short application time and news reportsof the two-dimensional code are much more than specialized research.Those relatedreports focused on the introducing from a simple point of view of thetwo-dimensional code,so that those has no promoting on the two-dimensional codestudy. From academic research area,most study are from masters thesis, dissertationfor the two-dimensional code is almost zero, those indicating that thetwo-dimensional code is an emerging technology product, but also lacking ofsystematic theoretical study, and the concept two-dimensional code itself is not aprecise definition, the meaning of the two-dimensional code is not rich.This paper selected a more universal but also the core issue, that is from theconsumers point of view, researching consumer usage behavior of thetwo-dimensional code.Based on the above considerations, the purpose of this study are as follows:Based on the literature and existing theoretical models for technologyacceptance model,building the consumer behavior model of two-dimensionalcode;By the two-dimensional code audience survey to understand audience attitudetowards the use of the two-dimensional code model, and the relationship betweenthe intention and behavior, as well as variable;According to the study giving suggestions for the two-dimensional code. This paper, using the method of empirical research, through the analysis offirst-hand data collected from556the relationship of the variables in the model hasbeen demonstrated,"using attitude","using intention" and “using behavior” haveinfluencing factors of their own and have influence between them. At the same timedemonstrated the importance of lifestyle external variables in the entire model andits impact on the perceived usefulness, perceived ease of use, perceivedentertainment three independent variables impact.The significance of this paper is divided into theoretical and practicalsignificance:For theoretical significance, this paper make up for the research gap oftwo-dimensional code consumers’ using behavioral and improve the researchsystem.For practical significance, this research suggest the development oftwo-dimensional code in users’ needs and broaden usage of two-dimensional code.