Examining the impact of QR codes on purchase intention and customer satisfaction on the basis of perceived flow

Abstract

The aim of this study is to evaluate the impact of quick response (QR) codes on customer satisfaction and purchase intention in the online shopping context on the basis of perceived flow. This study also showed the impact of QR codes on perceived flow, followed by perceived flow on purchase intention and customer satisfaction, and finally the combination impact of perceived flow and customer satisfaction on purchase intention. Stimulus–Organism–Response theoretical model was used in this research. Data were collected by online questionnaires from 420 valid respondents who purchased a product online via QR code. The covariance-based structural equation modeling approach was used to analyze the structural model and measurements. This study showed that QR codes have a great impact on purchase intention and customer satisfaction. The findings of this article confirmed that QR codes influence perceived flow, combined effect of them, in turn, influenced online shoppers’ satisfaction and, finally, purchase intention. These findings are practically significant for both marketers and customers. Marketers should use QR codes as an embedded advertising tool with particular URLs that will lead to more profitability for shopping agency. Besides customers can also learn their behavior regarding QR codes in the online shopping context. This research has great real implications in the field of Internet shopping, online marketing, retailing, marketing promotion, and consumer behavior. Embedded QR codes with advertising are very helpful for advertisers to share and influence customer satisfaction and purchase intention. Sharing information via QR codes will influence customers to engage and share information with other customers in the online community, which will help to increase the volume of sales rapidly. To the best of our knowledge there is no research to evaluate the real impact of QR codes on purchase intention and customer satisfaction on the basis of perceived flow.