Authors: Ela Sibel Bayrak Meydanoğlu; Müge Klein; Ahmet Mete Çilingirtürk
Addresses: Department of Business Administration, Faculty of Economics and Administrative Sciences, Turkish-German University, Şahinkaya Cad. No: 86 34820 Beykoz/İstanbul, Turkey ' Department of Business Administration, Faculty of Economics and Administrative Sciences, Turkish-German University, Şahinkaya Cad. No: 86 34820 Beykoz/İstanbul, Turkey ' Department of Econometrics, Faculty of Economics, Marmara University, Göztepe Campus, Kadıköy İstanbul, Turkey
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.
Keywords: mobile marketing; m-marketing; buying decisions; information search; need recognition; opportunity recognition; purchase decisions; quick response codes; QR codes; Turkey; consumer behaviour; consumer purchasing intentions.
International Journal of Technology Marketing, 2015 Vol.10 No.3, pp.287 - 311
Received: 08 Jan 2014
Accepted: 31 Aug 2014
Published online: 16 Jul 2015 *