PT  - JOURNAL ARTICLE
AU  - Shintaro Okazaki
AU  - Hairong Li
AU  - Morikazu Hirose
TI  - Benchmarking the Use of QR Code in Mobile Promotion
AID  - 10.2501/JAR-52-1-102-117
DP  - 2012 Mar 01
TA  - Journal of Advertising Research
PG  - 102--117
VI  - 52
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/52/1/102.short
4100  - http://www.journalofadvertisingresearch.com/content/52/1/102.full
SO  - J Advert Res2012 Mar 01; 52
AB  - 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.