The relative impact of QR codes on omnichannel customer experience and purchase intention

Abstract

This study explores the relative impact of quick response (QR) codes in an omnichannel customer situation. A conjoint experiment was conducted where participants (n=53) assigned scores to stimuli cards according to experience and purchase intention in a shopping scenario. The main finding from the conjoint analysis showed that creating a positive experience does not necessarily require highly digitalized and personalized QR-code information and features. However, a balance is needed as it was discovered that the opposite was evident for purchase intention. Retailers and researchers must therefore be aware that there might be differences in what type of QR-code information and features create experiential value and what triggers purchase intention. These findings highlight the complexities of the customer experience (CX) and suggest that it is important to carefully consider the purpose for which QR codes are implemented.