Determinants influencing behavioral intention of using QR codes as marketing communication tool

Teh, Hwee Chean (2019) Determinants influencing behavioral intention of using QR codes as marketing communication tool. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Quick Response (QR) codes are now being widely used by companies as a marketing communication tool to deliver information and interact with consumers. Although QR codes are convenient and ease the difficulty of access information, but it cannot perform effectively since the awareness of this technology is very low. In this study, the determinants that influence consumers’ behavioral intention to use QR codes as marketing communication tool will be analyzed such as performance expectation (PE), effort expectation (EE) and social influence (SI). Data was collected through Google form with total 400 questionnaires but only 391 are usable. Descriptive analysis has conducted to use for demographic profile. While Reliability Test, Normality Test and Multiple Regression Analysis conducted with SPSS in this research. The results show that the data collected are normally distributed and reliable. Besides, the independent variables, PE, EE and SI have positive relationship with behavioral intention of consumers to use QR codes as marketing communication tool

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