Özet:

This study investigated the benefits that could be gained by including QR codes in packaging strategies as well as the means by which QR codes should be presented in order to enhance purchase intention. To facilitate the manipulation of scenarios and the study variables, this study adopted an experimental design based on two discrete investigations. Two experiments were conducted to collect data from 290 participants. The results indicate that (1) using QR codes to provide additional information on food packaging can increase the purchase intention of consumers; (2) the aforementioned increasing effect is more significant with ready-to-cook food than with ready-to-eat food; (3) pairing ready-to-eat food with utilitarian information is more effective than pairing it with hedonic information, whereas pairing ready-to-cook food with either utilitarian or hedonic information can increase purchase intention. The findings verify the feasibility of applying QR codes to packaging and help to identify the content best conveyed by QR codes when paired with specific products. Key Words: QR Codes, Cognitive fit Theory, Hedonic Information, Mobile Marketing, Ready-to-Cook.

Anahtar Kelimeler: