Structural modelling of the Malaysian consumers desire to embrace QR code
by Chong-Ping Chuah; Dhaarshini Balachandran
International Journal of Modelling in Operations Management (IJMOM), Vol. 7, No. 2, 2019

Abstract: In today's world, mobile devices has become one of the influential innovation that influences the humans' life on various aspects on daily basis. The emergence of the innovative technology has given the marketers and advertisers a platform to create new intercreative and creative forms and design compared to what was created traditionally. The aim of this study is to scrutinise about the Malaysian consumers' desire to adopt quick response (QR) codes as a marketing communication tools. In order to address the aim of the study, an extended technology acceptance model has been used. In this study, the consumers' intention were examined from the perspective of perceived usefulness, perceived ease of use, social influence and self efficacy. This study is expected to bring the gap in the existing literature closer and contribute valuable information to the practitioners in the market about the aspects that should be focused on when developing marketing communications using QR codes.

Online publication date: Wed, 12-Jun-2019

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