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Cross-cultural Exploration of Consumers’ Beliefs and Behavioral Intentions towards QR Codes in Marketing: An Experimental Study in India and USA

Author

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  • Hemant Bamoriya

    (PhD in progress, Acropolis Institute of Technology & Research, India)

Abstract

Current study focuses on examining consumers? beliefs and behavioral intentions towards QR Codes in marketing across different cultures such as India & USA. Study also examines select variables that moderate the relationship between beliefs and behavioral intentions. For this a scenario based experimental design was used. Findings suggest positive relationship between beliefs & behavioral intention and between culture & beliefs. Based on the empirical findings, study make important implications for the marketers so as to bring effectiveness in QR Code based marketing campaigns. Use of QR Codes in marketing is prevailing rapidly, however its effective integration in marketing mix remains mysterious as very little is known about consumers? beliefs and behavioral intentions towards it. Reason is that such academic research is practically non-existent, thus current study is of particular value.

Suggested Citation

  • Hemant Bamoriya, 2014. "Cross-cultural Exploration of Consumers’ Beliefs and Behavioral Intentions towards QR Codes in Marketing: An Experimental Study in India and USA," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 4(4), pages 61-81, August.
    • Handle: RePEc:dug:actaec:y:2014:i:4:p:61-81
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    References listed on IDEAS

    as
    1. Hemant Bamoriya & Rajendra Singh, 2012. "SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 3(1).
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Hemant Bamoriya, 2012. "SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 3(3), pages 17-27, June.
    4. Havlena, William J & Holbrook, Morris B, 1986. "The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 394-404, December.
    5. Wang, Ying & Sun, Shaojing, 2010. "Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries," International Business Review, Elsevier, vol. 19(4), pages 333-344, August.
    Full references (including those not matched with items on IDEAS)

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