Beliefs & Intentions towards QR Code Based Marketing in India & Japan:An Experimental Study of Culture as Influencer & Media, On-Campaign Instructions and Location as Moderators

QR Codes in marketing are witnessing colossal growth globally. Despite this, many critics are worried about effective integration of QR Code in marketing mix, due to very less knowledge about consumers' beliefs and intentions towards QR Codes. Presence of substantial variation in exposure and adoption rate of QR Code across cultures, further exacerbate application of QR Code in marketing. This study intends to explore consumers' beliefs and intentions towards QR Codes in marketing across different cultures viz. India & Japan. Study also intends to analyze select variables moderating the relationship between beliefs and intentions. A scenario based experimental design was used and data was analyzed using Structural Equation Modeling&General Linear Modeling. On the basis of key findings, study made vital implications for both, theory and practice.