TY - JOUR T1 - Benchmarking the Use of QR Code in Mobile Promotion JF - Journal of Advertising Research JO - J Advert Res SP - 102 LP - 117 DO - 10.2501/JAR-52-1-102-117 VL - 52 IS - 1 AU - Shintaro Okazaki AU - Hairong Li AU - Morikazu Hirose Y1 - 2012/03/01 UR - http://www.journalofadvertisingresearch.com/content/52/1/102.abstract N2 - 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. ER -