Packaging QR Code Content Optimization Based on Consumer Preferences and Market Trends

Abstract

The study aimed to understand consumer preferences to improve the adoption of QR code
technology in food product packaging, employing Structural Equation Modeling (SEM) to
investigate consumer motivation, content preferences, visual appeal, and scanning convenience
as key factors affecting scanning intention and satisfaction. The research involved using a survey
questionnaire and gathering data on participants' demographics and responses to
measurement items related to the key factors through a 5-point Likert Scale. Results indicated
that content preferences and convenience significantly influence consumer satisfaction,
highlighting that consumers value perceived usefulness and ease of use in adopting QR code
technology for packaging. The study concludes that consumers prefer to access relevant product
information for food product packaging, offering insights into designing and implementing a QR
code that provides food quality and safety information that can be conveniently scanned.
Keywords: convenience, food packaging, product information, QR code, Structural Equation
Modeling (SEM)