An Exploratory Study of Consumer Attitudes Towards Qr Code Reader Applications

Abstract

Wireless communication hardware and software are rapidly changing by advancing technology. This results in a wide variety of telecommunication offerings for consumers. Wireless electronic software applications are developed in many different forms in order to facilitate marketing exchanges. Specifically, QR code reader applications now allow consumers to scan QR codes on virtually any flat surface. QR code scanner applications are expected to offer more creativity and are set to become even more popular. This study focuses on younger segment of retail consumers. By using an exploratory research approach, we concluded that: consumers liked QR codes and would continue to use them in the future; they enjoyed the convenience and speed of information offered by QR codes; and given some time and changes, they would embrace their usage. Convenience, functionality, standardization, information reliability, and security were listed as most important attributes for successful QR the code readers. We also found that QR code readers have the potential to be a viable alternative to cutting out coupons, mail-in promotions, computer screen browsing and physical store visits for researching products.