제품 포장 디자인의 QR 코드가 브랜드커뮤니케이션에 미치는 효과


he Brand Communication Effect of QR Code for Product Package Design

이광숙, 곽보선

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Using of QR(Quick Response) code is dramatically extended to various marketing area; not only substitute of bar code but also new tool of PR and marketing. This research attempts to analyze brand communication effect using QR code printed on product package especially in snack product category.
Findings are 1) communication effect are different according to the type of book-trailers; 2) cinematic production and animation are the most effective type of book-trailers; 3) for memory and confirmation(sharing), a)stills and straplines,
Analysis result of hypothesis I showed that characters of QR code influence on brand attitude. Among dependent variables, only reliability is significant. That means reliability of company and brand using QR code influence on brand attitude. The higher reliability of QR code, the better brand attitude of the brand.
Analysis result of hypothesis II found that only reliability is significant on purchasing intention. Reliability of company and product using QR code influences on purchasing intention. The higher reliability of QR code, the higher possibility of purchasing products. Therefore, company can enhance reliability of both company and its products by using QR code. Using QR code will bring high reliability and high brand attitude and purchasing intention.


 1. 서론
 2. 이론적 배경
  2-1. QR 코드의 개념
  2-2. QR 코드의 기능 및 활용 사례
  2-3. 브랜드 커뮤니케이션
 3. 연구 모형 설계 및 조사 방법
  3-1. 연구 모형 및 가설 설정
  3-2. 설문지 구성 및 조사 방법
 4. 분석 결과
  4-1. 표본의 일반적 특성
  4-2. 측정 변수의 타당성과 신뢰성 분석
  4-3. 가설 검증 및 결과 해석
 5. 결론
 참고 문헌


  • 이광숙 Kwang-Sook Lee. 중부대학교 광고홍보학과
  • 곽보선 Bo-Sun Kwak. 성결대학교 경영학과


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