QR Code Mobile Promotion: An Initial Inquiry

Abstract

As a shortcut for mobile input, quick response (QR) code is increasingly being integrated in cross-media advertising campaigns in many countries of the world. Questions remain,however, about its actual use in different media, the motivations for consumers to use it and, especially, the perceived risks associated with using QR code. This study represents an initial exploration into these important issues. Findings from three studies in Japan indicate that QR codes are largely used in print media for promoting loyalty programs;convenience, savings, and quality are drivers of QR-code use; and perceived risks vary among different contexts in which consumers scan QR codes. Implications are presented for the effective use of QR code in mobile promotion. [ABSTRACT FROM AUTHOR]Copyright of Journal of Advertising Research is the property of Warc LTD and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)