Impacts of QR codes on buying decision process of Turkish consumers Online publication date: Thu, 16-Jul-2015
by Ela Sibel Bayrak Meydanoğlu; Müge Klein; Ahmet Mete Çilingirtürk
International Journal of Technology Marketing (IJTMKT), Vol. 10, No. 3, 2015
Abstract: Widespread usage of mobile technologies and devices in the last few years led companies to mobilise their marketing processes. One of the new technologies that can be used in mobile marketing is QR codes. Analysing the impact of QR codes on buying decision of consumers may help firms to use these codes in marketing campaigns. This study aims to investigate the extent at which QR codes can have impact on the buying decision process of consumers. Thus, a research model is developed, which proposes that QR codes have a positive impact on the information search and purchase decision both. This model also proposes that information gained by QR code scanning leads to the buying decision. The model defines easy and fast information access, information amount and content accessed via QR codes as factors that affect the information search process. The results of analyses show a significant impact of need recognition and easy information access on the purchase decision along with supporting all the hypothesised relationships.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook