Document Type
Conference Proceeding
Conference Track
Social Media/ Internet/ Mobile/ Direct Marketing
Publication Date
2014
Abstract
Quick response (QR) codes, a type of two-dimensional barcode, are a marketing tool used all around the world. Particularly, in Japan and China QR codes have been gaining popularity. Early adopters with higher education and recent promotional marketing campaigns are utilizing this mobile, information-sharing tool. QR codes are now widely used as a marketing tool by many companies. This research investigates consumers’ perception of QR codes. An increasing amount of firms and sales representatives are using QR codes as a channel to market their products/services to their customers’ mobile devices. The following questions will be the focus of this study: 1. What are the factors that impact consumers’ attitudes towards QR codes? 2. Does the location of the code have an effect on the attitude towards the QR code? 3. Do consumers have a more positive attitude towards QR codes when they are aware of the destination/ information that will be presented? 4. Does one gender have a more positive attitude towards QR codes over the other gender? 5. Does the availability of QR codes prevent or enhance a positive attitude towards QR codes? 6. Are consumers more likely to have a positive attitude towards QR if they know that they will be led to a coupon by scanning? The data was collected through exploratory/descriptive research to record what QR users think about the application and how useful it is to them. The study included a collection of secondary data from various sources as well as a pre-test that was distributed to 15-30 students. Then primary data was collected from an online survey created with appropriate measures.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Fine, Monica B., "Are QR codes here to stay or are they a thing of the past?" (2014). Association of Marketing Theory and Practice Proceedings 2014. 51.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2014/51
About the Authors
Monica B. Fine is an Assistant Professor of Marketing at Coastal Carolina University. Her primary research interests include linking marketing spending to financial performance measures such as firm risk, long-run performance, and financial analyst coverage using econometric modeling. Dr. Fine received her Ph.D. from Florida Atlantic University. Before pursuing her Ph.D, she taught at Northwest Missouri State University.