The curious versus the overwhelmed: Factors influencing QR codes scan intention
Abstract
Quick Response (QR) codes are widely employed in promotional campaigns worldwide. Adding a QR code to an advertisement increases visual design complexity, yet there remains little research on its impact on consumers. Drawing upon relevant marketing and psychology theories, we address how curiosity, visual design complexity, and perceived fit jointly affect consumers' QR codes scan intention. We hypothesize that highly curious consumers are...
Paper Details
Title
The curious versus the overwhelmed: Factors influencing QR codes scan intention
Published Date
Jun 1, 2019
Journal
Volume
99
Pages
498 - 506
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Notes
History