為了避免購買後感到後悔，或是商品不符合預期，消費者在選擇商品時會掃描產品QR Code，期望了解更多產品訊息，這說明了購物具備風險(Aghekyan-Simonian, Forsythe, Kwon, & Chattaraman, 2012)。然而不同類別的產品消費者感受到的風險也不一樣，使得消費者資訊搜索行為有所差異(Bei, Chen, & Widdows, 2004; Huang, Lurie, & Mitra, 2009)。此外，品牌在消費者行為中扮演相當重要的角色，低知名度的品牌可能會加強消費者挑選商品時的知覺風險。近年來消費者逐漸開始重視通路品牌，相較於其他通路，對於特定通路銷售的產品具有信任感。
本研究共回收440份網路問卷，利用SPSS 25統計軟體及Process外掛程式進行分析。研究結果表明：（1）產品類別會影響QR Code掃描意圖（2）產品類別偏向信用品時，知覺風險對產品類別影響QR Code掃描意圖具有中介效果（3）產品類別偏向搜索品時，通路品牌資產會調節知覺風險對產品類別影響QR Code掃描意圖的中介效果。

In order to avoid regret after purchase, or if the product does not meet expectations, consumers will scan the product QR Code when they choose the product, and expect to know more product information, which indicates that shopping is risky (Aghekyan-Simonian et al., 2012). However, consumers in different categories of products experience different risks, which leads to differences in consumer information search behavior(Bei et al., 2004; Huang et al., 2009). In addition, brands play a very important role in consumer behavior, and low awareness brands may enhance the perceived risk of consumers when selecting goods. In recent years, consumers have gradually begun to pay attention to the channel brand equity. Compared with other channels, they have a sense of trust in products sold in specific channels.
A total of 440 questionnaires were collected in this study and analyzed by using SPSS 25 statistical software and Process plug-in. The results of the study found that: (1) the product class will affect the QR Code scanning intention. (2) When product class is biased towards the credence product, the perceived risk mediates the relationship between product class and QR Code scanning intention. (3) Brand equity will moderate the mediating effect of perceived risk between product class and QR Code scanning intention.

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