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The utilization of QR code for mobile marketing in fashion bu siness has been receiving growing attention with the increasing smart phone users and wir eless internet environment. The purpose of this study was to investigate the effects of utilizing QR code for mobile marketing on consumer's purchasing intention based upon TAM mod el. This research was conducted by questionnaire method, in which the questionnaire was distributed to the consumers in Seoul. Among the questionnaire returned from the consumers, 196 were selected to be included in the analysis by developing descriptive statistics, factor analysis, cronbach’s alpha, and regression a nalysis using SPSS15.0. The results of this study were as follows: There was a significant effect of QR code characteristics such as usability, mobility, aesthetics of design on perceived ease of use. The factors of i ndividuality, interactivity, and aesthetics of design significantly affected on the perceived usefulness of QR code. The ease of use and usefulness significantly affected the consu mers' enjoyment which positively affected on purchasing intention.Key words : fashion business( ), mobile marketing( ), perceive d ease of use( ), perceived usefulness( ), QR code(QR )Corresponding author: Shin Sangmoo, Tel. +82-2-820-0627, Fax. +82-2-817-8346 E-mail: smshin@ssu.ac.kr

Preceding Factors in the Effect of QR Code Characteristics on Consumer's Purchasing Intention for Mobile Marketing in Fashion Business