Figure 2
Examples of QR code. Note: From top left, clockwise: QR codes printed on a Disney poster (Mickey Mouse, Donald Duck, and Stitch goods present), KFC lunch menu discount coupon, McDonald’s burger wrapper (calorie and nutritional content inquiry), and 7-Eleven shopping receipt (a sweepstake for Pokemon goods).
Source publication
This study sheds light on quick response(OR) code loyalty promotion in terms of gender. Based on self-construal and gender scheme theories, we posit that the level of both involvement and social anxiety plays a crucial role in the gender effects of loyalty formation for promoted services. A scenario-based study in Japan with 667 consumers is constr...
Context in source publication
Citations
... QR code is still considered a relatively new tool still gaining popularity in commercial markets; hence, scholarly articles of QR codes in the area of marketing are few. A significant contribution is that of Okazaki et al. (2011a;2011b) who co-authored with other researchers and concluded in their study on the importance of increasing awareness and familiarity of QR codes and thus driving its user acceptance. The aim of this research work is to design and implement barcode and QR code reader devices using Arduino. ...
This study focuses on building a QR and barcode reader device to scan the barcode or QR code (1D/2D) and display the read information on the Liquid Crystal Display (LCD). With this device we can scan and read all the barcode and QR codes through an OLED display. The proposed device can work in the dark, have a stable performance as well as fast decoding speed. It can easily capture barcodes 1D, 2D on labels, paper, and mobile phone or computer displays sensitively and accurately.
... The effective use of hyperlinks serves to increase sales but requires the integration of business processes assigned to the various stages of the consumer purchasing process ( the cooperation of marketing, logistics, and customer service). (Okazaki et al., 2013) How gender affects the use of QR codes from the perspective of social anxiety (Kashdan, Roberts, 2004) and the level of engagement (Mittal, 1995). ...
... One important challenge for the future of QR will involve security issues (QR-phishing scam) and surveillance. Some studies minimize the importance of this problem, but rather based on the opinions of consumers who trust QR codes (Atkinson, 2013;Lombardi et al., 2017;Okazaki et al., 2013). The growing awareness of the use of consumers' personal data (e.g., consumer location, identification of the device scanning the code) is raising concerns and the need for top-down, legislative restrictions. ...
Purpose: In recent years, two-dimensional bar codes, most commonly found in the form of QR (Quick Response) codes, have become widespread. They are used to encode various information that can be read by smartphones, tablets and other electronic devices. The codes can convey information, at the same time triggering certain consumer reactions and behaviours. Despite the increasing use at the time of the pandemic, successful applications in promotional campaigns and a number of benefits for broadening the awareness of products labelled with them, the number of studies on QR codes is unsatisfactory. Adopting a micro-perspective of the consumer and marketing, a review of studies that address QR codes was conducted. The aim of the paper is to present publications and evaluate the current state of research relating to the acceptance and use of QR codes from the perspective of the consumer and marketing, and to identify future recommended lines of research. Design/methodology/approach: In this study, a systematic review of studies based on two academic publication databases (WoS and Scopus). Findings: Four main strands of research on QR codes from the consumers perspective were demonstrated: the acceptance of the new communication technology, the impact of the codes on the purchase decision process, their usefulness from the perspective of specific consumer needs, and the appearance and design of the codes. It can be expected that future research will focus on more specific issues, such as the acceptance of QR code technology in specific categories of products and services, including public services, representing a higher level of social trust, which is important in consumer optics. What is important in consumer behaviour are values, including environmental ones (buying environmentally friendly products, willingness to make sacrifices to protect the environment, and awareness of the consequences of consuming unsustainable products). They have so far been neglected in research and are an increasingly important motivation for consumers' information-seeking behaviours through QR scanning. Originality/value: The findings gathered by the researchers on consumer behaviour toward QR codes can be useful in planning marketing and promotional strategies aimed at sustainable development and responsible consumption. They also serve theoretical and methodological development.
... Built-in cameras allow users to take photos or videos and share them instantly with other mobiles. In addition, they can scan QR codes 'Quick Response' code (Okazaki et al., 2013). Similar to other mobile tools, QR codes did not get the necessary research interest, and the existing studies are undertaken in different sectors and countries (Watson et al., 2013). ...
... One consumer stated: 'I might be triggered to scan a code only if it offers immediate benefits, e.g., discount coupons' (a 31-year-old, single male). This argument is in line with Okazaki et al. (2013) and Watson et al. (2013). ...
... Concerning QR code, Okazaki et al. (2013) note that consumers use QR codes primarily to access information and get promotional offers. This is confirmed by a consumer (a 34-year-old, married male): 'QR code is an old technology, in the past I used to download the app on purpose to scan a QR code and see the info it will provide; currently I may use it if it's to get an instant benefit, such as a discount code.' Hence, it can be argued that QR code may influence the 'information search' and the 'evaluation of alternatives' stages from a value-for-money perspective. ...
Purpose
This paper explores the potential impact of mobile marketing tools on consumer buying behaviour within the context of dining. The aim is to examine the influence of mobile marketing tools through their different functions on the stages of the consumer buying process. The study addresses a lack of relevant research with evidence from both customer and supplier perspectives.
Design/methodology/approach
The mobile tools that are found useful for dining were considered in this study. Qualitative interviews with marketers and consumer opinion leaders were conducted, given the limited extant research.
Findings
The results reveal that mobile marketing tools influence consumers' decision-making differently and their effect varies according to the customer type. Additionally, it shows that loyalty has a direct influence on mobile marketing effectiveness, as the decision-making process of loyal customers is more affected by mobile marketing tools than the non-loyal customers.
Research limitations/implications
The limitations are mainly based on the qualitative nature of this study and are relevant to the research context. Further research could examine these findings in different service and geographical contexts.
Practical implications
Marketing activity through the smartphone should focus on loyal customers and opinion leaders with the use of appropriate mobile tools.
Originality/value
The study provides empirical evidence on the variable influence of mobile marketing tools on consumer decision-making and develops a conceptual framework. It is also found that loyalty is an important factor that positively affects smartphone tools adoption.
... Finally, this higher level of involvement directly influences purchase intention (Bart et al., 2014;Chen and Leu, 2011). For advertisement campaigns using QR codes, Okazaki et al. (2013aOkazaki et al. ( , 2013b found a significant interaction effect between the timing of rewards and the level of involvement. Narang et al. (2012) also found a significant interaction effect of product category involvement and QR codes on attitude towards the advertisement, attitude towards the brand and purchase intention. ...
Purpose
Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement.
Design/methodology/approach
Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions.
Findings
QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category.
Research limitations/implications
The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement.
Practical implications
Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal.
Originality/value
This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.
... The concept of marketing emerged at the beginning of 20 th century, as a function of distribution for goods [4]. Subsequently, this traditional concept was developed through several stages [78], [59], [79]. Sub-functions of marketing were limited, consisting of distribution, selling and advertising activities [57]. ...
... Women are main players in economics, marketing and any activity of the life [78]. Females not only act as customers, but also, they are working as effective actors [59]. On the macro level of marketing, researchers should to think about what does that mean? ...
... Previous studies favored men in the desire of competition generally [78], [59], [79], [26], [85]. ...
... For the marketers, it has always been an important task to understand the gender-based dichotomy of society (Okazaki, Navarro, & López-Nicolas, 2011;Prakash & Flores, 1985). In a society, it is expected to acquire gender-specific skills and personality attributes (Barry, Bacon, & Child, 1957). ...
Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers? Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception? Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic and utilitarian benefits mediate the relationship between sales promotion and consumer perception about the product in the context of the Indian consumer. Moderating impact of gender is also found. Female consumers give more preference to the hedonic benefits of sales promotion while male consumers are more attracted to the utilitarian benefits.
... 그 외에도 QR코드는 오류 복원 기능 을 통하여 코드의 일부가 손상되더라도 데이터를 복원 할 수 있고, 작은 공간에 인쇄가 가능하며 고밀도의 데 이터 표현, 데이터 암호화 및 360도 모든 방향에서 인 식이 가능하다 . 이러한 장점을 갖는 QR코드는 주로 상품의 포장지나 광고지에 인쇄되고 있으며, 소비자가 추가 정보를 필요로 할 경우 인쇄된 QR코드를 스캔하여 해당 웹사이트로 자동 접속할 수 있어 마케팅 커뮤니케이션 수단으로 각광받고 있다 Okazaki et al., 2013). (Ko et al., 2009;Oh et al., 2009;Venkatesh et al., 2012). ...
This study estimated a dual path model to predict consumers` intention to use a QR code virtual store by the effect of a mobile transaction system and a facilitating condition that also examined the role of experience and the use of an intention model in the context of a QR code virtual store. A longitudinal field study was conducted at selected QR code virtual stores. A questionnaire containing mobile transaction system, facilitating condition, performance expectancy, effort expectance, and intention to use was administered at two different points in time: Initial use (T1) and the second use after one month (T2). This study sampled 109 subjects who voluntarily participated in field studies twice at different time points (pooled sample
... 최근 유통환경의 중요한 특징 중 하나는 소비자와 기업 사 이의 상호작용 매체인 쇼핑채널을 확대하고 있다는 것이다 (Neslin et al., 2006)Kumar & Venkatesan, 2005;Thomas & Sullivan, 2005;Venkatesan et al., 2007).Barnes & Scornavacca, 2004;Okazaki et al., 2013;Unni & Harmon, 2007).Dholakia et al., 2010;Levy & Weitz, 20118 Second, Westwood, System, Nepa, NII, Hum, Edwin, Intermezzo, Evisu, Sketchers, Hyundai I Parkmall 11Pin & Fit, Spicycolor, Codes Combine, Levi's, Oliva Loren, Paigeflynn, Muji, Omphalos, SOREL, Macaw, Intercrew, Tartine et Chocolat, Happy Land, Solezia, Top Girl, GGPX, Center Pole, LIST, E-mart traders, Mario Outlet 20 ...
With advances in QR code, mobile is becoming one of important channels in the fashion retail industries. This study attempts to understand the importance of QR code utilization in creating multi-channel business model. Study objectives are to classify types of multi-channel retailing by QR code utilization and to explore the role of QR code technology in strategic marketing elements for types of multichannel retailer. As an exploratory approach, a total of 78 news articles regarding QR code issues were reviewed and analyzed by focusing on 48retailers seleted in this study. The results found seven dimensions of QR code marketing strategies: abundant product information, additional information contents, transaction accessibility, connectedness to channels, location based service, loyalty program and multimedia advertising. Based a combination of channels and level of mobile apps` activation, multichannel retailers utilizing QR code technology were classified into four types; bricks-click-active mobile model, bricks-click-inactive mobile model, bricks-click model, and click-active mobile model. There were differences of using QR code marketing strategies among multichannel models. According to results, for bricks-and-mortar retailers, QR code was critical to integrate shopping experience with merchandise or sales promotions across channels. In addition, for non-store retailers, the QR code utilization was successful in expanding mobile channels, which can promote retail sales by a two-way interaction with customers via the mobile apps.
purpose
The objective of this article is to examine the effect of transformational leadership on collective efficacy and organizational citizenship behaviour on cross-functional teams’ members. The study also investigates the mediating and moderating effects in the relationship.
Design/methodology/approach
Self-structured questionnaire with a 5-point Likert scale was used to collect the data by adopting both online and offline mode. A sample of 414 team members was drawn from working cross-functional teams of different service sectors, that is, transportation, banks, hospitals, information technology, hotels, educational institutions, agricultural irrigation services, insurance, construction and from real estate in the North India region. PLS-SEM was used to test the relationship between variables. PLS-MGA approach was used to test the moderating effect.
Findings
The results revealed the positive and significant effect of transformational leadership on collective efficacy and organizational citizenship behaviour (OCB). The finding also supports the mediating effect of collective efficacy on the relationship. The moderating effect of gender also reveals the significant difference between the relationship between transformational leadership and collective efficacy.
Research limitations/implications
The study will contribute towards understanding the mechanism of cross-functional teams through which an organization can manage the teamwork effectively. The study acknowledges the small sample limitation with a few service sector industries.
Practical implications
Practitioners can develop a positive belief among team members by concentrating on the quality of leadership and the working environment of the team as well.
Originality/value
This study probes the transformational leadership and collective efficacy variables as key variables that can make a positive change in the behavioural and performance perspective of team members.
