Authors: Ela Sibel Bayrak Meydanoğlu; Ahmet Mete Çilingirtürk; Stephan Böhm; Müge Klein
Addresses: Department of Business Administration, Faculty of Economics and Administrative Sciences, Turkish-German University, Şahinkaya Cad. No: 86 34820, Beykoz, Istanbul, Turkey ' Department of Econometrics, Faculty of Economics, Marmara University, Goztepe Campus, Kadikoy, Istanbul, Turkey ' Department of Media Management, Faculty of Design Computer Science Media, RheinMain University of Applied Sciences, Unter den Eichen 5, 65195 Wiesbaden, Germany ' Department of Business Administration, Faculty of Economics and Administrative Sciences, Turkish-German University, Şahinkaya Cad. No: 86 34820, Beykoz, Istanbul, Turkey
Abstract: Among various mobile-based communication technologies, QR codes have recently gained a great popularity in mobile advertising. These codes are used by marketers for advertising in various ways such as in print media, in outdoor advertising, or even on the product packages so that consumers could get relevant information at instance. In the current literature perceived usefulness, behavioural intention, previous experience, knowledge and environmental constraints have been identified as the factors that lead consumers to scan QR code ads. The aim of this study was to investigate the factors and their extent in influencing the QR code ad scanning behaviour of Turkish and German consumers. The results demonstrate that perceived usefulness and previous experience affect the scanning behaviour of both the groups, whereas knowledge about scanning and environmental constraints affects only the scanning behaviour of Turkish consumers. Contrary to our expectations, behavioural intention does not influence the behaviour of either Turkish or German consumers.
Keywords: advertising; IBM; integrated behavioural model; QR code; Turkish consumers; German consumers.
International Journal of Internet Marketing and Advertising, 2018 Vol.12 No.1, pp.40 - 68
Received: 07 Dec 2016
Accepted: 06 May 2017
Published online: 26 Dec 2017 *