The Rise of The QR Codes: Assessing the Effect of QR Code Content on Post-Purchase Consumer Behaviour Using the Elaboration Likelihood Model
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2025-06-25
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en
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By the end of 2027, QR codes will globally replace traditional barcodes on consumer products.
This thesis investigates how different types of QR code content influence post-purchase consumer
behaviour. Drawing on peripheral and central processing routes from the Elaboration Likelihood Model
(ELM), the paper categorizes four forms of QR code content: informational, incentive-based,
experiential, and personalized content. A 4 × 2 between-subjects design (N = 210) tested the effect of
QR code content and type of product (utilitarian and hedonic) on three outcomes: Repeat Purchase
Intention (RPI), Word-of-Mouth (WOM), and Future Brand Engagement (FBE). The findings show that
QR code content significantly affects RPI and WOM, but not FBE. Contrary to expectations, incentivebased
content performed the strongest. Experiential and personalized content, which were expected
to be more engaging, did not lead to higher outcomes, challenging the assumptions of ELM. There was
no significant interaction effect found between content and product type. This paper contributes to the
QR code literature by shifting the focus from adoption to behavioural outcomes. The study also
provides practical insights for brands preparing for the shift from barcodes to QR codes. Future research
should explore alternative content formats, refine behavioural constructs, and explore alternative
models aside from ELM.
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Faculteit der Managementwetenschappen