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:: Volume 5, Issue 18 (Autumn 2017) ::
3 2017, 5(18): 59-71 Back to browse issues page
Factors Influencing Use of Quick Response Codes (QR) in Sport Products Purchase
Ali Ghaedi1 , Sardar Mohammadi 2
1- PhD Student of Marketing and Media Management in Sport, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran
2- Assistant Professor , Department of Sport Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran , sardarmohammadii@gmail.com
Abstract:   (4406 Views)
Given the increasing number of mobile users, mobile technology is used as a powerful and useful tool for marketing and communication with consumers. One of these communication methods is Quick Response Codes. The aim of this study was to investigate those factors influencing the use of Quick Response Codes in sport products. 280 physical education students of University of Kurdistan were selected by census method with a correlation method using SEM. 139 participants used these codes. With a review of literature, a questionnaire in line with the goals of this study was designed. Face and content validity of this questionnaire was confirmed by experts and construct validity was confirmed by confirmatory factor analysis. The internal reliability was confirmed by Cronbach’s alpha. Data were analyzed through descriptive and inferential statistics (SEM) by SPSS22 and Amos22 software. Findings showed that the final model had a good fit; therefore, it and its components can be suitable to deliver those factors influencing the use of Quick Response Codes in sport products and can receive the attention of sport marketers.
Keywords: mobile, perceived trust, Quick Response Codes, sport products, technology acceptance model
Full-Text [PDF 276 kb]   (818 Downloads)    
Type of Study: Research | Subject: Special
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Ghaedi A, Mohammadi S. Factors Influencing Use of Quick Response Codes (QR) in Sport Products Purchase. 3 2017; 5 (18) :59-71
URL: http://ntsmj.issma.ir/article-1-959-en.html


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Volume 5, Issue 18 (Autumn 2017) Back to browse issues page
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