Technology Acceptance of QR Code Payment and Its Effective Advertisement Media for Multi-Channel Customers

Cash settlement accounts for 80% of entire transaction in Japan. Japanese government has announced the “Payment Reform Declaration,” by setting “the Cashless Vision” with a target of 40% cashless payment ratio by 2025 and aims to achieve the world's highest level of cashless payment ratio of 80% in the future. The purpose of this study is to analyze which media has affected the consumers who use QR code payment, PayPay. This research proposes a framework based on the Technology Acceptance Model (TAM) for an effective advertisement medium by using survey data on PayPay. Structure equation analysis is conducted to measure the relationship between different advertising media and consumers’ intentions to use, as well as actual usage of PayPay.