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The curious versus the overwhelmed: Factors influencing QR codes scan intention

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  • Okazaki, Shintaro
  • Navarro, Angeles
  • Mukherji, Prokriti
  • Plangger, Kirk

Abstract

Quick Response (QR) codes are widely employed in promotional campaigns worldwide. Adding a QR code to an advertisement increases visual design complexity, yet there remains little research on its impact on consumers. Drawing upon relevant marketing and psychology theories, we address how curiosity, visual design complexity, and perceived fit jointly affect consumers' QR codes scan intention. We hypothesize that highly curious consumers are likely to be more attracted to visually complex advertisements, thereby demonstrating greater scan intention. However, slightly curious consumers may feel overwhelmed by visual design complexity, but are likely to be more attracted to a good perceived fit between the QR code advertisement and the brand, which overcomes the negative effects of visual design complexity, leading to greater scan intention. The experimental findings support our main predictions. We conclude by discussing theoretical and managerial implications, recognizing important limitations, and suggesting future research directions.

Suggested Citation

  • Okazaki, Shintaro & Navarro, Angeles & Mukherji, Prokriti & Plangger, Kirk, 2019. "The curious versus the overwhelmed: Factors influencing QR codes scan intention," Journal of Business Research, Elsevier, vol. 99(C), pages 498-506.
    • Handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:498-506
    DOI: 10.1016/j.jbusres.2017.09.034
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    1. Yang, Shuai & Carlson, Jeffrey R. & Chen, Sixing, 2020. "How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Syed Far Abid Hossain & Zhao Xi & Mohammad Nurunnabi & Khalid Hussain, 2020. "Ubiquitous Role of Social Networking in Driving M-Commerce: Evaluating the Use of Mobile Phones for Online Shopping and Payment in the Context of Trust," SAGE Open, , vol. 10(3), pages 21582440209, July.
    3. Bin Kim, Woo & Jung Choo, Ho, 2023. "How virtual reality shopping experience enhances consumer creativity: The mediating role of perceptual curiosity," Journal of Business Research, Elsevier, vol. 154(C).

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