Effect of QR Codes on Consumer Attitudes

Sneha Narang, Varsha Jain and Subhadip Roy

Abstract:

There is a phenomenal increase in the usage of mobile phones globally, and the major contribution of this surge is from emerging countries such as China and India. Consumers engage with various mobile services such as SMS, MMS and the latest mobile applications in their cell phones. Therefore, the mobile platform offers an exciting opportunity that can be leveraged by marketers for their brands and products. The recent trend that is creating waves in this area of mobile marketing is that of Quick Response (QR) codes. Thus, the purpose of this research is to understand how QR codes influence the consumer's attitude toward the advertisement (AD), attitude towards the brand (AB) and purchase intentions (PI). The Elaboration Likelihood Model is used to provide the theoretical framework. The methodology is based on an experimental design method and MANOVA was used to analyze the data. The results suggest that QR codes could be an effective marketing tool depending on the level of involvement of the consumers.

Introduction