Purpose: This is an exploratory study to assess the impact of domain specific innovativeness on adoption of mobile marketing, specifically QR codes, within a low-involvement product category.Study Design: This research... [ view full abstract ]
Purpose: This is an exploratory study to assess the impact of domain specific innovativeness on adoption of mobile marketing, specifically QR codes, within a low-involvement product category.
Study Design: This research represents part of a multi-stage study and draws on findings related to one element of the second study phase. Participants were recruited to laggard (n=19) and innovator (n=19) segments using Goldsmith and Hofacker’s (1991) domain specific innovativeness scale. Means-end chain analysis and semi-structured interviewing was employed.
Findings: Barriers to digital label usage appear consistent across category innovators and laggards, with confusion regarding the functionality and purpose of QR codes and uncertainty regarding cost-benefit trade-offs associated with digital label usage negatively impacting acceptance. In the future, marketers need to more clearly communicate the purpose of QR codes and move beyond brand-level communication to align offerings to the broader foodscape to add value.
Research Limitations and Implications: Findings are limited to the low involvement product context. Although domain specific innovativeness was considered, the impact of technological innovativeness was not explored. Future research may consider the impact of information provision at the broader foodscape rather than product-specific level when exploring QR code applications in the food domain.
Originality/Value: This is the first study to explore the impact of domain specific innovativeness, as distinct from technological innovativeness on the acceptance and usage of mobile marketing applications in the low involvement context. Strategies for digital marketing are proposed, which may add value to digital labelling.
Keywords: digital food labelling; mobile marketing; consumer behavior; QR codes
