1 / 35

Index

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. Index.

siusan
Download Presentation

Index

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 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

  2. Index Development, Technological Characteristics and Customer Requirements for Usage of Quick-Response Codes 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

  3. Index Development, Technological Characteristicsand Customer RequirementsforUsageof Quick-Response Codes UseandAcceptanceof QR-Codes 3. Organizational Innovation Adoption of QR-Code Technology The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  4. Development The Quick Response-Code (QR-Code) technology wasdeveloped in 1994 by Denso Originally usedinlogistics 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) The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  5. Technological Characteristics of QR-Codes and customer requirements for usage Technological Characteristics: • 2D-Code Technology, 40different types • Integrated errorcorrectionfrom 7% upto 30% • Approximately 100 timesmoredatacomparedtothe linear 1D-Code: • 7089 numericalor 4296 alphanumericalcharacters • Support JIS Level 1, JIS Level 2, Kanji, Kana and Hiragana symbols. Technical Requirementsfor End-Users Cellphonewith: • Camera • Moilbeinternetconnection • Installedsoftwareforencoding Knuchel et al. (2001) Uitz/Harnisch (2012) andSoon (2008) The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  6. QR-Code Design • Uitz/Harnisch (2012) The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  7. Area of application in public transportation Payment: Ticket payment via scanningof QR- Codes Ticketing: Mobile Tickets encoded in a QR- Code Information: Information serviceprovidingconnectioninformationatstationsthroughscanningof QR- Codes Uitz/Harnisch (2012) http://www.tagmotion.de/qr-code-itellium.jpg BVG 2011 Quelle:http://www.mvg-mobil.de/qr The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  8. Index Development, Technological Characteristicsand Customer RequirementsforUsageof Quick-Response Codes UseandAcceptanceof QR-Codes 3. Organizational Innovation Adoption of QR-Code Technology The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  9. 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? The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  10. 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) The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  11. Research Models and Variables User Model • Habit: frameworkofexperience, awarenessandcontrol Non-User Model • Cognitive-based Inertia: beingconsciousof not takingthebestchoice • Behavior-based Inertia: routine-baseduse, noawarenessabout (dis-)advantages • Affective-based Inertia: changeto a newsystemwouldcause stress Polites/Karahanna (2012) The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  12. Hypotheses 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 Attitude H2: Behavior-based Inertia has a positive effect on Negative Attitude H3: Affective-based Inertia has a positive effect on Negative Attitude The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  13. User Model H1 H2 H3 Habit PEOU1 Objective Usability Perceived Ease of Use PEOU PEOU2 H1 0,559*** 0,197* PEOU3 U1 Use U2 U3 0,151** R² = 0,481 Perceived Usefulness PU3 PU3 PU1 Output Quality Output Quality PU2 T-test siginificance: p*<0,05; **p<0,01;***p<0,001 The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  14. Non-User Model IN1.1 Cognitive- based Inertia IN1.2 H1 0,279* IN1.3 IN1.4 AT1 Negative Attitude Behavior- based Inertia H2 IN1.5 AT2 0,253* AT3 IN1.6 R² =0,299 IN2.1 0,124 Affective- based Inertia H3 IN2.2 IN2.3 T-test siginificance: p*<0,05; **p<0,01;***p<0,001 The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  15. Measurement • 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

  16. Results Hypotheses and t-test User Model: H1: Habit, consistingof a frameworkof variables, has a significantinfluence on Use Non-User Model: H1: 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 The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  17. Results Demographics • 109 participants • 44 per cent students • 58 per cent at the age of 21-30 The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  18. 59 per cent don‘t use Ticketing 71 per cent don‘t use Payment Results Use of QR-Code The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  19. The typical QR-Code User • Use in Public Transport: • Seldom or never • More out of fun • For example scanning posters and packages • Knowledge, Experience: • Good knowledge about smartphone and internet use • QR-Code technology is common • No bad experiences • Demographics: • Male • Business student • 20-31 years old • German • 0-1000 €/month net • lives <50km from Frankfurt The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  20. 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? http://www.bahn.de/p/view/buchung/mobil/handy_ticket.shtml The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  21. 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 The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  22. Index Development, Technological Characteristicsand Customer RequirementsforUsageof Quick-Response Codes UseandAcceptanceof QR-Codes 3. Organizational Innovation Adoption of QR-Code Technology The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  23. Organizational Innovation Adoption Frambach/Schillerwaert (2002) The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  24. 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 developmentunder 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) The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  25. Entrepreneurial Objectives related to the Adoption of QR-Code Technology VDV (2011) RMV (2008) • Modernizationof ticket distributionandpaymentsystems • Costreduction • Customers shouldbepersonalized • New marketingstrategies • Future operative planning The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  26. Alternative Technologies (1/2) http://www.bahn.de/p/view/buchung/mobil/handy_ticket.shtml Knuchel et al. (2011) Aztec – Code Advantages in Error Correction Protected against forgery High market penetration in the area of boarding tickets Lower data storage capacity The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  27. Alternative Technologies (2/2) http://www.mobile-zeitgeist.com/wp-content/NFC-vs-QR-1.png Valmestad (2011) Finkenzeller (2008) Knuchel et al. (2011) NearField Communication • Wireless standardizedinterface • Abletocommunicatewithotherdevices in range • Simultaneouslydeployed in customerrelatedareas • Low marketpenetration • Expensive The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  28. Example for successfull adoption (1/3) http://www.bvg.de BVG (2012) 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. The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  29. Example for successfull adoption (2/3) BVG (2012) Requirementsfor User: The customerneeds a cellphonewiththefollowingrequirements: • Mobile internetconnection • Camera • Androidor Apple iOsas an operationg System • Instalationoftheapllication • Creationof a account: • personal information • detailfor electronic bankdebiting The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  30. 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) The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  31. Conclusion • The possibilityofusagewithoutchargesisattractiveforbusinessactivities • ExistingproductsliketheAztec-Code andthe NFC technologyarecompetetiveproducts. • No uniform usageofthetechnologies. • Nopossibilitytoforecastthefutureperspectiveof QR-Code usage in thelongrun. The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  32. Thank you for your attention The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  33. 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. The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  34. 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 The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

  35. 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) The QR-Code Technology in Public Transportation: Organizational Innovation Adoption and Technology Acceptance

More Related