University of Twente Student Theses


Quick-response codes and their acceptance in mobile shopping

Bode, G.J. (2017) Quick-response codes and their acceptance in mobile shopping.

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Abstract:The following paper aims at providing an analysis of the current literature concerning QR Codes and their influence on consumer behavior. It is designed to provide insight into current theories and applications and conclude with future research recommendations. In order to achieve this, a literature review and a SWOT analysis were conducted to ensure a clear overview while covering the necessary literature. The research question is concerned with what factors contribute to the adoption of QR Codes in retail. It was discovered that one must make a distinction between various influences, here divided into extrinsic/intrinsic motivation and privacy concerns. Of these three forces, marketers are recommended to focus on the extrinsic motivation as it is the easiest to influence as an external party. Inside this motivation, yet another separation can be made, between utilitarian and non-utilitarian benefits. The most noteworthy finding here was that Infotainment, a combination of information and entertainment, appears to be the most sought out non-utilitarian benefit and should receive some focus from both future researches and marketers. Regarding the limitations, the most pressing issue is the lack of literature since the topic of QR Codes is still in a development stage while the technology continues to diffuse. This paper also depicts theoretical and managerial implications as it suggests a new theoretical framework for the topic combining existing theories such as the TAM and U&G, and can be used by managers in the future.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:83 economics
Programme:International Business Administration BSc (50952)
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