QR code advertising: a cross-country comparison of Turkish and German consumers
Citation
Bayrak Meydanoğlu, E.S., Çilingirtürk, A.M., Böhm, S. and Klein, M. (2018). QR code advertising: a cross-country comparison of Turkish and German consumers. International Journal of Internet Marketing and Advertising, 12 (1), 40–68.Abstract
Among various mobile-based communication technologies, QR
codes have recently gained a great popularity in mobile advertising. These
codes are used by marketers for advertising in various ways such as in print
media, in outdoor advertising, or even on the product packages so that
consumers could get relevant information at instance. In the current literature
perceived usefulness, behavioural intention, previous experience, knowledge
and environmental constraints have been identified as the factors that lead
consumers to scan QR code ads. The aim of this study was to investigate the
factors and their extent in influencing the QR code ad scanning behaviour of Turkish and German consumers. The results demonstrate that perceived
usefulness and previous experience affect the scanning behaviour of both the
groups, whereas knowledge about scanning and environmental constraints
affects only the scanning behaviour of Turkish consumers. Contrary to our
expectations, behavioural intention does not influence the behaviour of either
Turkish or German consumers.