IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v99y2019icp498-506.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296317303521
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2017.09.034?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Goodstein, Ronald C, 1993. "Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 87-99, June.
    2. Karkoulian, Silva & Srour, Jordan & Sinan, Tala, 2016. "A gender perspective on work-life balance, perceived stress, and locus of control," Journal of Business Research, Elsevier, vol. 69(11), pages 4918-4923.
    3. Hwang, Joon Ho & Chung, Jaiho & Kim, Jae Wook & Lee, Dongwon & Yoo, Weon Sang, 2016. "Antecedents to loyalty point redemption: Implications for customer equity management," Journal of Business Research, Elsevier, vol. 69(9), pages 3731-3739.
    4. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
    5. Hill, Krista M. & Fombelle, Paul W. & Sirianni, Nancy J., 2016. "Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation," Journal of Business Research, Elsevier, vol. 69(3), pages 1028-1034.
    6. Cox, Dena S & Cox, Anthony D, 1988. "What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(1), pages 111-116, June.
    7. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    8. Orth, Ulrich R. & Crouch, Roberta C., 2014. "Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex Contexts," Journal of Retailing, Elsevier, vol. 90(4), pages 524-537.
    9. Gelman, Andrew & Park, David K., 2009. "Splitting a Predictor at the Upper Quarter or Third and the Lower Quarter or Third," The American Statistician, American Statistical Association, vol. 63(1), pages 1-8.
    10. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    11. Chiou-Wei, Song-Zan & Inman, J. Jeffrey, 2008. "Do Shoppers Like Electronic Coupons?," Journal of Retailing, Elsevier, vol. 84(3), pages 297-307.
    12. Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
    13. Kwon, Wi-Suk & Englis, Basil & Mann, Manveer, 2016. "Are third-party green–brown ratings believed?: The role of prior brand loyalty and environmental concern," Journal of Business Research, Elsevier, vol. 69(2), pages 815-822.
    14. Wolter, Jeremy S. & Brach, Simon & Cronin, J. Joseph & Bonn, Mark, 2016. "Symbolic drivers of consumer–brand identification and disidentification," Journal of Business Research, Elsevier, vol. 69(2), pages 785-793.
    15. Moon, Hakil & Sprott, David E., 2016. "Ingredient branding for a luxury brand: The role of brand and product fit," Journal of Business Research, Elsevier, vol. 69(12), pages 5768-5774.
    16. Ho, Jason Y.C. & Dempsey, Melanie, 2010. "Viral marketing: Motivations to forward online content," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1000-1006, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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).
    2. 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).
    3. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rosbergen, Edward & Wedel, Michel & Pieters, Rik, 1997. "Analyzing visual attention tot repeated print advertising using scanpath theory," Research Report 97B32, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    2. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    3. Das, Gopal, 2014. "Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 561-569.
    4. Bassam Dalal & Ahmad Aljarah, 2021. "How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior," Sustainability, MDPI, vol. 13(11), pages 1-18, May.
    5. Hsin-Hui Lin & Hsien-Ta Li & Yi-Shun Wang & Timmy H. Tseng & Ya-Ling Kao & Min-Yi Wu, 2017. "Predicting customer lifetime value for hypermarket private label products," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(4), pages 619-635, July.
    6. Leyla Jaoued-Abassi & Jean-Louis Chandon, 2007. "Celebrity endorsement in advertising: Are celebrity ads more effective than ads with unknown model or pure product ads? [Endossement par les célébrités : Les annonces avec endosseur célèbre sont-el," Post-Print hal-01128179, HAL.
    7. Richard Klink & Gerard Athaide, 2012. "Creating brand personality with brand names," Marketing Letters, Springer, vol. 23(1), pages 109-117, March.
    8. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    9. Janssen, Catherine & Vanhamme, Joëlle & Leblanc, Sina, 2017. "Should luxury brands say it out loud? Brand conspicuousness and consumer perceptions of responsible luxury," Journal of Business Research, Elsevier, vol. 77(C), pages 167-174.
    10. Nickel, Kristina & Orth, Ulrich R. & Kumar, Minu, 2020. "Designing for the genders: The role of visual harmony," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 697-713.
    11. Subhajit Bhattacharya, 2017. "Does corporate social responsibility contribute to strengthen brand equity? An empirical study," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 513-533, December.
    12. Lee, Michael S.W. & Septianto, Felix & Frethey-Bentham, Catherine & Gao, Esther, 2020. "Condoms and bananas: Shock advertising explained through congruence theory," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    13. Carsten Erfgen & Henrik Sattler & Isabel Victoria Villeda, 2016. "Effects of Celebrity Endorsers for Multiple Brands on Attitudes and Purchase Intentions," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 17(1), pages 49-67, April.
    14. Zhu, Xiajing & Teng, Lefa & Foti, Lianne & Yuan, Yige, 2019. "Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation," Journal of Business Research, Elsevier, vol. 103(C), pages 301-309.
    15. Hemonnet-Goujot, Aurélie & Kessous, Aurélie & Magnoni, Fanny, 2022. "The effect of sustainable product innovation on the consumer–luxury brand relationship: The role of past identity salience," Journal of Business Research, Elsevier, vol. 139(C), pages 1513-1524.
    16. Gerrath, Maximilian H.E.E. & Biraglia, Alessandro, 2021. "How less congruent new products drive brand engagement: The role of curiosity," Journal of Business Research, Elsevier, vol. 127(C), pages 13-24.
    17. Duman, Sumeyra & Ozgen, Ozge, 2018. "Willingness to punish and reward brands associated to a political ideology (BAPI)," Journal of Business Research, Elsevier, vol. 86(C), pages 468-478.
    18. Imen Yacoub, 2015. "The Evaluation of Brand Extension: A Proposition of a Conceptual Framework Based on Trust," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 5(10), pages 663-687.
    19. Kevin P. Gwinner & Brian V. Larson & Scott R. Swanson, 2009. "Image Transfer In Corporate Event Sponsorship: Assessing The Impact Of Team Identification And Event-Sponsor Fit," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 2(1), pages 1-15.
    20. Saridakis, Charalampos & Katsikeas, Constantine S. & Angelidou, Sofia & Oikonomidou, Maria & Pratikakis, Polyvios, 2023. "Mining Twitter lists to extract brand-related associative information for celebrity endorsement," European Journal of Operational Research, Elsevier, vol. 311(1), pages 316-332.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:498-506. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.