Abstract
This study aims at exploring consumers’ adoption of QR code mobile promotion. In the past, barcode is a fast, easy, accurate and automatic product tracking method in industrial production and retailing. But mobile phones changed le aison d’êtreof barcode. More generally, 1D barcode, 2D image code, and color-based image code has become popular after the introduction of camera and scanning function in mobile device. In general, these codes are easily machine-readable, with the built-in camera in mobile devices. By scanning or taking a picture, users can easily access various services.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Selected References
Bamberg, S. (2002), “Implementation Intention versus Monetary Incentive Comparing the Effects of Interventions to Promote the Purchase of Organically Produced Food,” Journal of Economic Psychology, 23(5), 573-587.
Bandura, A. (2001), “Social Cognitive Theory of Mass Communication,” Mediapsychology, 3, 265– 299.
Brooks, G. (2008), “Major brands spur mobile revolution,” Promotions & Incentives, November 19, available at: http://www.brandrepublic.com/Discipline/SalesPromotion/News/863679/Major, accessed on November 1, 2009
Buzzell, R.D., Quelch, J.A. & Salmon, W.L. (1990), “The Costly Bargain of Trade Promotion,” Harvard Business Review, 68 (March-April), 141-149.
Chamarmaz, K. (2006), Constructing grounded theory: A practical guide through qualitative analysis. London: Sage.
Denso Wave (2009), “QR Code.com,” available at http://www.qrcode.com/. accessed on October 10, 2009.
Dou, X. & Hairong L. (2008), “Creative Use of QR Codes in Consumer communication,” International Journal of Mobile Marketing, 3 (2), 61-67
Gfeller, M. & Gfeller, B. (2004), “Using camera-equipped mobile phones for interacting with realworld objects,” In Advances in Pervasive Computing, A. Ferscha, H. Hoertner & G. Kotsis (eds.), Viena: Austrian Computing Society (OCG), 2004, pp. 265–271.
Glaser, B.G. (1992), Basic of grounded theory analysis. Mill Valley, CA: The Sociology Press.
Glaser, B.G. & Strauss, A.L. (1967), The discovery of grounded theory. Chicago: Aldime.
impress R&D (2007), Ketai Hakusyo, impress R&D, Mobile Content Forum, and Access Media (ed.), Tokyo: impress R&D.
Katz, E., Blumler, J.G. & Michael Gurevitch (1974), “Utililization of Mass Communication by the Individual,” In The uses of masss communications: Current perspectives on gratifications research, J.G. Blumler and Elihu Katz (eds.), Beverly Hills, CA: Sage, p. 20.
Keane, M. (2009), “Google takes another stab at QR codes. Will it work this time?” Econsultancy Digital Marketers United, available at: http://econsultancy.com/blog/5090-google-takes-anotherstab-at-qr-codes.
Marshall, M.N. (1996), “The Key Informant Technique,” Family Practice, 13(1), 92-97.
Okazaki, S. (2004), “How do Japanese consumers perceive wireless ad? A multivariate analysis,” International Journal of Advertising, 23 (4), 429-454.
Okazaki, S., Katsukura, A. & Nishiyama, M. (2007), “How Mobile Advertising Works: The Role of Trust in Improving Attitudes and Recall”, Journal of Advertising Research, 47(2), 165-178.
Author information
Authors and Affiliations
Editor information
Rights and permissions
Copyright information
© 2011 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH
About this chapter
Cite this chapter
Okazaki, S., Hirose, M., Li, H. (2011). QR Code Mobile Promotion: An Initial Inquiry. In: Okazaki, S. (eds) Advances in Advertising Research (Vol. 2). Gabler. https://doi.org/10.1007/978-3-8349-6854-8_26
Download citation
DOI: https://doi.org/10.1007/978-3-8349-6854-8_26
Publisher Name: Gabler
Print ISBN: 978-3-8349-3134-4
Online ISBN: 978-3-8349-6854-8
eBook Packages: Business and EconomicsBusiness and Management (R0)