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QR CODES, QUICK RESPONSE OR QUICK REJECTION?: A study about the contribution of the phenomenon QR codes on food products, on the intention to seek information and the purchase intention.

Oonk, Luc (2013) QR CODES, QUICK RESPONSE OR QUICK REJECTION?: A study about the contribution of the phenomenon QR codes on food products, on the intention to seek information and the purchase intention.

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Abstract:This study focusses on the influence of QR codes on food packages, on the intention to seek information and purchase intention of consumers. By the use of a vignette study, different cases were tested and compared, knowing four different ‘internet resource on package’ factors (QR code, QR code and URL, URL, no QR code and URL), and four ‘kind of product’ factors (cheap, expensive, hedonistic, utilitarian). A total of 272 respondents participated in the research, 214 of them had a smartphone. Each of these 214 participants answered questions about all four kinds of products. Many different hierarchical multiple regression analyses and some one-way analyses of covariance (ANCOVA) have substantiated that the influence of the presence of a QR code on a food package, on the intention to seek information and the purchase intention, is (almost) nil. Besides that, the expectations that the influence of the presence of a QR code on a food package would increase for consumers who are interested in nutrition information or seeing the added value of QR codes, are not supported by the results of the study. Just as the expectations that the influence would decrease for consumers who are familiar with the product, and the expected influence of the kind of product. A possible explanation could be the result that many participants did not know the QR code or never use their QR code reader app. Further research is recommended about other ‘new’ internet sources on food packages like Layer, and the referral or linking by the QR code.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/64223
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