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The QR-Code Technology in Public Transportation:
Organizational Innovation Adoption and Technology
Acceptance By
Melanie Gutsche & Sascha Jork
The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance
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Index
1. Development, Technological Characteristics and Customer Requirements for Usage of Quick-Response Codes
2. Use and Acceptance of QR-Codes
3. Organizational Innovation Adoption of QR-Code Technology
The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance
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Index
1. Development, Technological Characteristics and Customer Requirements for Usage of Quick-Response Codes
2. Use and Acceptance of QR-Codes
3. Organizational Innovation Adoption of QR-Code Technology
The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance
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Development• The Quick Response-Code (QR-Code) technology was developed in 1994 by Denso
• Originally used in logistics
• License-free
• Approved as an ISO international standard (ISO/IEC18004:2000)
• Nowadays used in:
– real-time information data– marketing– e-commerce– payment and ticketing– widely accepted
Denso Wave Inc. (2012) Soon (2008) Uitz/Harnisch (2012)
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Technological Characteristics of QR-Codes and customer requirements for usage
Technological Characteristics:
•2D-Code Technology, 40different types
•Integrated error correction from 7% up to 30%
•Approximately 100 times more data compared to the linear 1D-Code:
– 7089 numerical or 4296 alphanumerical characters
•Support JIS Level 1, JIS Level 2, Kanji, Kana and Hiragana symbols.
Technical Requirements for End-Users
Cellphone with:
•Camera
•Moilbe internet connection
•Installed software for encodingKnuchel et al. (2001) Uitz/Harnisch (2012) and Soon (2008)
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QR-Code Design
Uitz/Harnisch (2012)
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Area of application in public transportation
• Payment: Ticket payment via scanning of QR- Codes
• Ticketing: Mobile Tickets encoded in a QR-Code
• Information: Information service providing connection information at
stations through scanning of QR- Codes
Uitz/Harnisch (2012) Quelle:http://www.mvg-mobil.de/qr
The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance
BVG 2011
http://www.tagmotion.de/qr-code-itellium.jpg
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Index
1. Development, Technological Characteristics and Customer Requirements for Usage of Quick-Response Codes
2. Use and Acceptance of QR-Codes
3. Organizational Innovation Adoption of QR-Code Technology
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Use and Acceptance of QR-Codes
Determination of research questions:
1. Has the QR-Code already established itself in the customers everyday life?
2. What are the determinants for that?
3. What makes Non-Users still refuse QR-Codes?
4. How does the „typical“ QR-Code User look like?
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Methodology
1. Preparation of the survey questions about• Personal data• Use of QR-Codes• Acceptance and Attitude towards QR-Codes
2. Implementation in „Unipark“, distribution online (Facebook, Emails)
3. Developing Research Models
4. Analysis and results (Excel and SmartPLS Version 2.0M3)
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Research Models and Variables
User Model•Habit:framework of experience, awareness and control
Non-User Model•Cognitive-based Inertia: being conscious of not taking the best choice
•Behavior-based Inertia:routine-based use, no awareness about (dis-)advantages
•Affective-based Inertia:change to a new system would cause stress
Polites/Karahanna (2012)
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Hypotheses
User ModelH1: Habit, consisting of a framework of variables, has a significant influence on Use
Non-User ModelH1: Cognitive-based Inertia has a positive effect on Negative Attitude
H2: Behavior-based Inertia has a positive effect on Negative Attitude
H3: Affective-based Inertia has a positive effect on Negative Attitude
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User Model
Perceived Ease of Use
Use
PEOU3
U2
U1
Perceived Usefulness
U3
Habit
H1 H2
0,197*
0,151**
0,559***
H3
R² = 0,481
PEOU
ObjectiveUsability
Output Quality
PU3PU3
Output Quality
PU1
PU2
PEOU2
PEOU1
H1
T-test siginificance: p*<0,05; **p<0,01;***p<0,001
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Non-User Model
Cognitive- based Inertia
Negative Attitude
IN1.1
IN1.3
IN1.2
AT1
AT2
AT3
Behavior- based Inertia
IN1.4
IN1.6
IN1.5
Affective- based Inertia
IN2.1
IN2.3
IN2.2
0,279*
0,253*
0,124
R² =0,299
H1
H2
H3
T-test siginificance: p*<0,05; **p<0,01;***p<0,001
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Measurement
1. T-test on significance
• p*<0,05; **p<0,01;***p<0,001
• Bootstrapping
2. Coefficient of Determination (R²)
• value of variance declares how well the indicator is expressed by the corresponding variable
Backhaus et al. (2000)The QR-Code Technology in Public Transportation: Organizational Innovation
Adoption and Technology Acceptance
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Results Hypotheses and t-test
User Model:H1: Habit, consisting of a framework of variables, has a significant influence on Use
Non-User Model:H1: Cognitive-based Inertia has a positive effect on Negative AttitudeH2: Behavior-based Inertia has a positive effect on Negative AttitudeH3: Affective-based Inertia has a positive effect on Negative Attitude
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Results Demographics
• 109 participants• 44 per cent students• 58 per cent at the age of 21-30
Gender division
72,00%
28,00%
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
Gender
Part
icip
ati
on
in
perc
en
tag
e
Male Female
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Results Use of QR-Code
• 59 per cent don‘t use Ticketing• 71 per cent don‘t use Payment
Use of QR-Code
51,00%
29,00%20,00%
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
Participants
part
icip
atio
n in
pe
rcen
tage
Non-user User No Smartphone
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The typical QR-Code User
Demographics: Male Business student 20-31 years old German 0-1000 €/month net lives <50km from Frankfurt
Knowledge, Experience: Good knowledge about smartphone and internet use QR-Code technology is common No bad experiences
Use in Public Transport: Seldom or never More out of fun For example scanning posters and packages
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Conclusion User
QR-Code has established itself in the everyday life of some customers
Nevertheless:
• Enterprises should try to attract more customers to use QR-Codes in Public Transportation Payment and Ticketing and ensure constancy
Outlook:
Are existing advertising campaigns successfull?
Redesign?
The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance
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Conclusion Non-User
Behavior-based and cognitive-based Inertia have a huge impact on
Negative Attitude
• What is a possible solution for enterprises in such a situation?
Nevertheless:
• 57 per cent are interested in more information about QR-Code technology and take its use into consideration
• 44 per cent would use the QR-Code in combination with bonus offers
Start information and (if lucrative) bonus campaigns
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Index
1. Development, Technological Characteristics and Customer Requirements for Usage of Quick-Response Codes
2. Use and Acceptance of QR-Codes
3. Organizational Innovation Adoption of QR-Code Technology
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Organizational Innovation Adoption
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Frambach/Schillerwaert (2002)
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Environmental Influences (1/2)
Enviromental influences describe the business environment in relation to the technology. Competitive pressures and positive externalities can promote the adoption process.
•Cooperated development under the umbrella organization VDV (Verband Deutscher Verkehrsunternehmen).
•High market penetration of compatible Cellphones– The percentage of people who have cellphones, which are able to
use QR-Code Technology, is permanently raising.
Frambach/Schillerwaert (2002) VDV (2012)
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Entrepreneurial Objectives related to the Adoption of QR-Code Technology
• Modernization of ticket distribution and payment systems
• Cost reduction
• Customers should be personalized
– New marketing strategies
– Future operative planning
VDV (2011) RMV (2008)
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Alternative Technologies (1/2)
Aztec – Code•Advantages in Error Correction•Protected against forgery •High market penetration in the area of boarding tickets•Lower data storage capacity
Knuchel et al. (2011)
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Alternative Technologies (2/2)
Near Field Communication•Wireless standardized interface •Able to communicate with other devices in range •Simultaneously deployed in customer related areas•Low market penetration •Expensive
Valmestad (2011) Finkenzeller (2008) Knuchel et al. (2011)
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Example for successfull adoption (1/3)
The cashless payment and ticket system where realized, for example, by the Berliner Verkehrsgesellschaften in cooperation with the Deutsche Bahn AG for their public transportation network in Berlin.
BVG (2012)
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Example for successfull adoption (2/3)
Requirements for User:
The customer needs a cellphone with the following requirements:•Mobile internet connection•Camera•Android or Apple iOs as an operationg System•Instalation of the apllication•Creation of a account:
– personal information– detail for electronic bank debiting
BVG (2012)
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Example for successfull adoption (3/3)
Ticketing
•Starting the trip through the scanning of the available QR-Code.
•The Ticket is shown in the installed application.
•At the end of the journey, the customer must scan the QR-Code at his destination point
Payment:
•The calculation of the fee takes place at the end of the operating day.
•The System automatically calculate the cheapest possile connection.
•Direct debit transactions are conducted.
BVG Informationsbroschüre (2012)
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Conclusion
•The possibility of usage without charges is attractive for business activities
•Existing products like the Aztec-Code and the NFC technology are competetive products.
•No uniform usage of the technologies.
•No possibility to forecast the future perspective of QR-Code usage in the long run.
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Thank you for your attention
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Reference List
Backhaus, K., Erichson, B., Plinke, W., and Weiber, R. (2000): Multivariate Analysemethoden - Eine anwendungsorientierte Einführung, (8 ed.) Springer, Berlin, Heidelberg, New York.
Bagozzi, R.P., and Yi, Y. (1988): "On the Evaluation of Structural Equation Models," Journal of the Academy of Marketing Science (16:1), pp 74-94.
Davis, F. D., Bagozzi, R. P., Warshaw, P. R. (1989): User Acceptance of Computer Technology: A Comparison of two Theoretical Models. Management Science, 35(8), 982-1003
Deutsche Bahn (2012): Handy-Ticket: Ihr Handy als Fahrkarte. [Available]: http://www.bahn.de/p/view/buchung/mobil/handy_ticket.shtml (12.12.2012)
Deutsche Bahn (2012): Handy-Info. [Available]: http://www.bahn.de/wmedia/view/static/partner/apps/desktop.html (19.12.2012)
Polites, G.L. and Karahanna, E. (2012): Shackled to the Status Quo: The Inhibiting Effects of incumbent System Habit, Switching Costs, and Inertia on New System Acceptance. MIS Quarterly, 36 (1), 21-42.
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Reference List
• Rhein-Main-Verkehrsverbung GmbH (2008): Das RMV HandyTicket. [Available]:http://www.blic.de/fileadmin/deutsch/work/Workshop081125_26/Vortrag_Hammrich_ZIV.pdf (12.8.2012)
• Rhein-Main-Verkehrsverbund GmbH (2012): Presse-Information – RMV verkaufte das 1-millionste HandyTicket. [Available]:http://www.rmv.de/linkableblob/de/60798-54302/data/120417_1_mio_etickets_pdf.pdf (12.11.2012)
• Rhein-Main-Verkehrsverbund GmbH (2012a): Der RMV in Zahlen [Available]: http://www.rmv.de/de/Verschiedenes/Informationen_zum_RMV/Der_RMV/Wir_ueber_uns/33028/RMV_in_Zahlen.html
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Reference List
• Soon, T. (2008): QR Code. Synthesis Journal (2008): 59-78
• Treiß F. (2011): Deutsche Bahn und BVG bauen Mobile Ticketing aus. Mobilbranche (2011) [Availabel]: http://mobilbranche.de/2011/07/deutsche-bahn-und-bvg-bauen-mobile-ticketing-aus/4287 (12.8.2012)
• Valmestad, L. (2011): Q(a)R(t) Code Public Art Project: A Convergence of Media and Mobile Technology. Journal of the Art Libraries Society of North America, Vol 30, No 2 (Fall 2011). 70-73
• Verband Deutscher Verkehrsunternehmen 2007: Mit dem Handy Bus und Bahn Fahren. [Available]: http://www.dashandyticket.de/artikel260407.html (12.8.2012)
• Verband Deutscher Verkehrsunternehmen (2012): Statistik 2011 [Available]: http://www.vdv.de/module/layout_upload/st2011_online.pdf (12.15.2012)
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