Benchmarking the use of QR Code in mobile promotion: Three studies in Japan

Shintaro Okazaki; Hairong Li; Morikazu Hirose

doi:10.2501/JAR-52-1-102-117

Benchmarking the use of QR Code in mobile promotion: Three studies in Japan

Shintaro Okazaki, Hairong Li, Morikazu Hirose

Marketing : King's Business School

Research output: Contribution to journal › Article › peer-review

51 Citations (Scopus)

Abstract

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.

Original language	English
Pages (from-to)	102–117
Number of pages	16
Journal	JOURNAL OF ADVERTISING RESEARCH
Volume	52
Issue number	1
DOIs	https://doi.org/10.2501/JAR-52-1-102-117
Publication status	Published - 2012

Keywords

Quick Response code
Mobile promotion
Mobile marketing
Motivation
content analysis
Mobile comemrce
Mobile phone

Access to Document

10.2501/JAR-52-1-102-117

Cite this

@article{008463e6f83c4aa8b1ac0a036a96845a,

title = "Benchmarking the use of QR Code in mobile promotion: Three studies in Japan",

abstract = "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. ",

keywords = "Quick Response code, Mobile promotion, Mobile marketing, Motivation, content analysis, Mobile comemrce, Mobile phone",

author = "Shintaro Okazaki and Hairong Li and Morikazu Hirose",

year = "2012",

doi = "10.2501/JAR-52-1-102-117",

language = "English",

volume = "52",

pages = "102–117 ",

journal = "JOURNAL OF ADVERTISING RESEARCH",

issn = "0021-8499",

publisher = "The Advertising Research Foundation",

number = "1",

}

TY - JOUR

T1 - Benchmarking the use of QR Code in mobile promotion

T2 - Three studies in Japan

AU - Okazaki, Shintaro

AU - Li, Hairong

AU - Hirose, Morikazu

PY - 2012

Y1 - 2012

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.

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.

KW - Quick Response code

KW - Mobile promotion

KW - Mobile marketing

KW - Motivation

KW - content analysis

KW - Mobile comemrce

KW - Mobile phone

U2 - 10.2501/JAR-52-1-102-117

DO - 10.2501/JAR-52-1-102-117

M3 - Article

SN - 0021-8499

VL - 52

SP - 102

EP - 117

JO - JOURNAL OF ADVERTISING RESEARCH

JF - JOURNAL OF ADVERTISING RESEARCH

IS - 1

ER -

Benchmarking the use of QR Code in mobile promotion: Three studies in Japan

Abstract

Keywords

Access to Document

Fingerprint

Cite this