Consumer acceptance of mobile marketing communications using the QR code

Abstract

US retailers have begun to utilize the Quick Response (QR) code in their transmission of mobile marketing communications. This research explores US consumers' adoption intentions towards the QR code in the retail environment by incorporating two theories-the technology acceptance model and uses and gratifications theory-and two consumer traits, consumer innovativeness and 'market mavenism'. The data was collected from 340 students attending a southwestern US university. Results suggested that perceived usefulness, ease of use, market mavenism and enjoyment positively affected consumers' intent to adopt the QR code, while innovativeness had a negative effect. The findings suggest that retailers can create interactive and pleasant store environments and appeal to target groups of customers through mobile marketing communications using the QR code. © 2013 MACMILLAN PUBLISHERS LTD.