Digital labelling in the retail environment: a domain-specific innovativeness perspective

Purpose This is an exploratory study leveraging a domain-specific innovativeness (DSI) perspective to understand adoption of QR code delivered mobile marketing. Specifically, the purpose of this paper is to explore the roles of “innovativeness” and “risk aversion” on QR code adoption and usage in the low-involvement context to address tensions between risk and innovation literatures. Design/methodology/approach Participants were assigned to...