RT Journal Article
SR Electronic
T1 Benchmarking the Use of QR Code in Mobile Promotion
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 102
OP 117
DO 10.2501/JAR-52-1-102-117
VO 52
IS 1
A1 Okazaki, Shintaro
A1 Li, Hairong
A1 Hirose, Morikazu
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/1/102.abstract
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.