CHAPTER II

REVIEW OF THE RELATED LITERATURE

This chapter contains the Related Literature on the study’s independent variables, Perceived

Usefulness, Perceived Ease of Use; and dependent variable, Utilization of QR Codes.

The global food industry is undergoing a digital transformation, and one of the most

notable developments is the integration of Quick Response (QR) Codes as a mode of payment.

In the food industry, their use as a mobile payment has gained momentum, offering

convenience, speed, and efficiency in transactions. The popularity of QR code payments in the

food industry has been influenced by the growth of food delivery services, the spread of mobile

apps for placing orders, and the demand for contactless payment options (Iskender, Sirakaya-

Turk, Cardenas, & Hikmet, 2022).

Perceived Usefulness

In a study from 2022 conducted by Hemawasam et al., they discovered that when QR

code payment features are present in certain e-wallet software, it encourages more people to

use mobile payment applications. This suggests that the usefulness of QR codes plays a

significant role in promoting the use of cashless transactions. According to Pimple (2018), the

shopping experience offline is becoming much safer and more secure. This means that in the

future, the chances of being defrauded will be reduced. In addition, there will be improved

measures in place to keep your cash safe from theft or accidental loss.

In a 2022 study conducted by Susanto, Solikin, and Purnomo the research results

perceived usefulness plays a significant role in understanding why individuals choose to adopt
and use digital payment methods such as QR code payments. In addition, in several studies

about customers' intentions to use QR codes conducted by Chang (2021), results show that

perceived usefulness enhances the customer's intention to adopt QR Codes as a mode of

payment. These results also apply to a study conducted by Ryu and Murdock (2013) and

Hossain, Zhou, and Rahman's (2018).

According to Arellaga et. Al (2022), QR codes as a mobile payment method can benefit

significant trading hubs in the Philippines. Consequently, the payment of mobile QR codes

encourages contactless and cashless transactions and new industry standards, setting

establishments apart from manual collection.

Perceived Ease of Use

According to (Davis, F.D., Bagozzi, R.P., & Warshaw, P.R. (1989). Cited by Andjarwati A

& Iriani S. (2020), Perceived ease of use refers to users' subjective belief regarding how

effortlessly they can use a technology or system without encountering difficulties. It covers

factors such as the feeling of the interface, clarity of instructions, and overall user experience.

This perception is crucial as it influences users' attitudes, intentions, and behaviors towards

adopting and continuing to use the technology. Designing systems with a focus on enhancing

perceived ease of use can lead to improved user satisfaction and successful technology

adoption.

PEOU, according to Kim & Woo (2016), is the extent to which an individual believes that

utilizing a specific technology will be simple. According to a number of studies, there is a

considerable correlation between PEOU and a user's attitude toward embracing mobile QR

code payment as their current and future usage. According to Kim et al. (2015), perceived ease

of use of mobile QR code payment was influenced by technology readiness and specialized

knowledge, which in turn affected usage intention.

 According to Okazaki et. Al (2019), Consumer attitudes and scanning intentions for QR

codes are likely to be positively impacted by perceived ease of use and the perceived

usefulness of the sustainability information they provide. When purchasing food in-person,

engagement is likely to be encouraged by prominent placement of the QR code, the existence

of environmental cues, and contextual information next to QR codes.

According to Cham, Cheah, Cheng, & Lim (2021), senior consumers who are not

computer savvy face significant difficulties using mobile QR Code payment methods. These

challenges include risk-related ones like privacy risk, security risk, financial risk, and operational

risk, as well as psychological and functional ones like distrust, laziness, and technology phobia.

Functional worries include alleged difficulty, compatibility issues, and cost (Cham et al., 2022).

Additionally, the study found that these barriers would affect this demographic's attitude and

intentions for not adopting mobile QR Code payments.

However, in addition to technological aspects, non-technical factors like experience,

education, and user skills in using technology also affect perceived ease of use. For instance, a

user may find it simpler to use mobile QR Code payments to complete non-cash transactions if

they have previously had positive experiences with them. It should be emphasized that both

technical and nontechnical aspects might influence how easy something is to use to the user

(Maula & Sunarjo, 2023)

Utilization for QR codes

According to Picking (2023), QR codes epitomize speed and convenience, ushering in

an era of frictionless access to digital content. Using conventional methods, it takes a user

several clicks, type-ins, and page redirects to unlock desired content. But with QR codes, this
whole process gets compressed into a single step that provides users instant access to desired

content through a simple code scan. The technology allows for seamless interaction and quick

retrieval of information without the hassle of traditional navigation methods. QR codes have

revolutionized the way consumers engage with marketing initiatives, offering a swift and

convenient method for accessing digital content. By eliminating barriers and providing quick

access to information, QR codes have significantly transformed the consumer's interaction with

marketing initiatives, allowing for seamless and convenient engagement

As outlined by Johnson and Quinn Inc. (2018), QR codes enable consumers to instantly

connect with calls to action and direct mail initiatives. This capability eliminates various barriers,

such as response time delays that can lead to loss of interest. By swiftly providing

comprehensive information within a short span of time, QR codes can engage consumers

during their consideration process for a product or service. Integrating QR codes with traditional

direct marketing mail empowers marketers to achieve significant returns on investment and

response rates from their campaign activities. Additionally, QR codes facilitate the collection of

valuable consumer behavior data, demographic information, and response rates. They also

support the gathering of customer reviews through websites, enabling marketers to gain insights

into consumer behaviors after analyzing these online reviews

According to a study by Rabu, S. et.al, (2019), the attendance of students in higher

education institutions has a direct impact on their academic performance. However, traditional

record-keeping methods for student attendance are still prevalent and can be laborious and

time-consuming, particularly in large classrooms. There is now increasing encouragement for

Malaysia's higher education institutions to consider utilizing Quick Response codes and

smartphone technology as a modern attendance management system to monitor and document

student participation in classes and tutorials.

 SYNTHESIS

Implementing Quick Response (QR) Codes as a payment method in food service

industries has gained traction due to their convenience, speed, and transaction efficiency.

Hemawasam et al. (2022) and Susanto, Solikin, and Purnomo (2022) found that the availability

of QR code payment functionalities in e-wallet software promotes more consumers to utilize

mobile payment apps, highlighting the importance of perceived usefulness. Pimple (2018)

claims that QR codes improve safety and security in offline purchasing experiences, lowering

the chance of fraud and theft. Furthermore, Arellaga et al. (2022) emphasize the importance of

QR codes in encouraging contactless transactions and establishing new industry standards.

Perceived ease of use (PEOU) influences users' attitudes and intentions to use mobile QR code

payments. Kim & Woo (2016) and Kim et al. (2015) found a favorable relationship between

PEOU and users' readiness to accept QR code payments. However, issues like as privacy

concerns, security hazards, and technological limitations may impede adoption, particularly

among senior users (Cham et al., 2021). Non-technical factors like experience, education, and

user skills also influence perceived ease of use, indicating that both technical and non-technical

aspects affect users' ease in adopting QR code payments (Maula & Sunarjo, 2023). QR codes

streamline access to digital content, offering a swift and convenient method for consumers to

engage with marketing initiatives (Picking, 2023). Integration of QR codes with direct mail

initiatives enables marketers to engage consumers effectively and collect valuable consumer

behavior data (Johnson and Quinn Inc., 2018). Furthermore, QR codes have been proposed as

a modern attendance management system in higher education institutions, facilitating efficient

monitoring of student participation in classes (Rabu et al., 2019). Perceived usefulness,

perceived ease of use, and the seamless integration of QR codes into consumer experiences all

influence the acceptance and use of mobile QR code payments for in-person food purchases by

undergraduate students. Addressing technical and non-technical constraints and emphasizing

the benefits of QR codes can increase adoption rates and promote cashless transactions in the

food business. Overall, overcoming adoption barriers, marketing the benefits of QR code

payments, and investigating creative QR code uses in a variety of industries are critical for

increasing wider acceptance and utilization. As technology advances, QR codes will play an

increasingly important role in facilitating convenient and secure transactions, altering customer

experiences, and promoting digital innovation.