Cross-cultural exploration of consumers’ beliefs and behavioral intentions towards QR codes in marketing: An experimental study in India and USA
Current study focuses on examining consumers‟ beliefs and behavioral intentions towards QR Codes in marketing across different cultures such as India & USA. Study also examines select variables that moderate the relationship between beliefs and behavioral intentions. For this a scenario based experimental design was used. Findings suggest positive relationship between beliefs & behavioral intention and between culture & beliefs. Based on the empirical findings, study make important implications for the marketers so as to bring effectiveness in QR Code based marketing campaigns. Use of QR Codes in marketing is prevailing rapidly, however its effective integration in marketing mix remains mysterious as very little is known about consumers‟ beliefs and behavioral intentions towards it. Reason is that such academic research is practically non-existent, thus current study is of particular value.