10.5937/sjas11-5504 = QR code based marketing in India and Japan

Abstract

Despite the colossal growth of Quick Response Codes (QR codes) in marketing, many critics are worried about effective integration of QR code in marketing mix. The reason is the lack of knowledge about con-sumers' beliefs and intentions towards QR codes. Substantial variations in exposure and adoption rate of QR code across cultures further deteriorate the application of QR code in marketing. This study intends to explore consumers' beliefs and intentions towards QR codes in marketing across different cultures, namely India and Japan. The study also intends to ana-lyze how the selected variables moderate the relationship between beliefs and intentions. A scenario-based experimental design was used and data was analyzed using Structural Equation Modeling and General Linear Modeling. The findings suggest a positive relationship between culture and beliefs as well as between beliefs and intentions. Further on, media and on-campaign instructions are found to be significantly moderating the relationship between beliefs and intentions. Finally, based on the key findings, the study offers some valuable perspectives on the evolving nature of QR codes in marketing and provides implications for marketers. (English) ABSTRACT FROM AUTHOR]; Uprkos sve vecoj prisutnosti QR kodova (Strategija brzog odgovora) u oblasti marketinga, mnogi kriticari su zabrinuti za njegovu uspešnu integraciju u koncept marketing miksa. Razlog za to jeste nedovoljno poznavanje stavova i namera potrošaca kada je rec o upotrebi QR kodova. Ogromne razlike u stopi izloženosti i usvanju QR kodova medu razlicitim kulturama još više se negativ-no odražavaju na primenu QR kodova u oblasti marketinga. Ova studija ima za cilj da ispita stavove i namere potrošaca kada je rec o upotrebi QR kodova u marketingu kod razlicitih kultura, prventstveno Japana i Indije. Takode, ovaj rad ima za cilj da ispita kako odabrane varijable uticu na odnos izmedu stavova i namera. Korišcen je scenario zasnovan na eksperimentalnom dizajnu i anali-zirani su podaci korišcenjem tehnika Modelovanja strukturalnim jednacinama i Opštih linearnih modela. Dobijeni nalazi ukazuju na to da postoji pozitivan odnos izmedu kulture i stavova kao i izmedu stavova i namera korisnika. Takode, utvrdeno je da mediji i prisustvo/odsustvo instrukcija u okviru marketinških kampanja u velikoj meri uticu na odnos izmedu stavova i namera korisnika. Na kraju, oslanjajuci se na kljucne nalaze, ova studija nudi korisne informacije i gledišta vezana za dinamicku prirodu QR kodova u oblasti marketinga kao i korisne naznake za marketinške kompanije. (Serbian) ABSTRACT FROM AUTHOR]; Copyright of Singidunum Journal of Applied Sciences is the property of Singidunum University 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.)