Title: Structural modelling of the Malaysian consumers desire to embrace QR code

Authors: Chong-Ping Chuah; Dhaarshini Balachandran

Addresses: Marvel Media Sdn. Bhd., No. 5-3-2, Pusat Perdagangan Nova, Jalan Ahmad Nor, 11600 Jelutong, Penang, Malaysia ' Dhaarshini & Co. (Chartered Accountants), No. 31 Jalan Raja Perempuan Mazwin, Taman Rishah, 30100 Ipoh, Perak, Malaysia

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.

Keywords: QR codes; marketing tool; marketing communication; mobile marketing; marketing innovation.

DOI: 10.1504/IJMOM.2019.10021813

International Journal of Modelling in Operations Management, 2019 Vol.7 No.2, pp.161 - 181

Received: 25 Jul 2018
Accepted: 26 Feb 2019

Published online: 12 Jun 2019 *

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