Knæk QR-koden: En forbrugerperspektivistisk analyse af intentionsdannelsen til scanning af QR-koder samt diskussion af QR-koders værdiskabelse for markedsføringen

Niklas Lindgaard Larsen

Student thesis: Master thesis


As the smart phone penetration rises – so does the focus on mobile marketing. This thesis examines one of the mobile marketing possibilities; QR-codes. The aim is to provide new knowledge about the adoption of QR-codes and discuss how QR-codes can bring added value to existing offline marketing media. As this field of study is in an early stage the methodology is primarily explorative. To gain further knowledge six experts were interviewed and the obtained data was applied to the technology-adoption theory UTAUT2. Based on the theory and the qualitative data 12 hypotheses were developed in order to identify factors that can increase the intention for future scanning of QR-codes. The hypotheses were tested in an online survey among persons who had previously scanned a QR-code. This survey was answered by 193 respondents of which 115 responses were considered suitable further analysis. The quantitative data were analyzed using Partial Least Squares (PLS). PLS combines confirmatory factor and multiple regression analysis. From this analysis five significant effects were identified. Access to information showed the largest significant effect of the defined variables in the creation of future intention for scanning. This was closely followed by hedonic motivation – stating that the scanning of QR-codes also must be an entertaining activity. Besides that it has a significant effect that the information obtained is relevant as well as the user is informed of the content on the landing page. Finally convenience has a significant effect, meaning that quick and simple access to information is an important factor when QR-codes are scanned. Closely related to this a large but not significant effect was identified for mobile optimization of the landing page, as the user otherwise finds it difficult obtain the desired information. A previous study, among respondents who have never scanned, identified lack of knowledge as the predominant cause holding respondents from scanning. Information on what a QR-code is and how it can benefit the users would increase the intention to scanning among these respondents. QR-codes can be the link connecting online and offline media and can thereby result in several advantages for the interaction between the company and the consumer as well as improve the actual campaigns – in this thesis the advantages is primarily discussed for print and outdoor media. QR-codes can ease the measurement of these media types and can in that way help marketers optimize campaigns. In addition to this the respondents stated that the QR-code increased their interest in the ad. By scanning the QR-code the user gets access to information which in many cases would not be obtained otherwise. This information provides the user with more knowledge about the company/product which, according to the respondents, strengthens the relationship to the company leading to increased purchase intent. Therefore QR-codes can enhance the return on marketing investments and it is highly recommended that marketers make an effort to increase scanning.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2013
Number of pages142