Abstract
QR code is an important pull technology tool that has increased exponentially worldwide. Although its usefulness for marketers has been widely recognized, little is known about the type of message content (i.e. hedonic vs utilitarian) that generates a greater perceived value of products. Drawing on uses and gratifications theory (UGT), this study investigates the effect of the type of communication (i.e. hedonic vs utilitarian) delivered through two different pull communication tools (i.e. website and QR code) on product value perception in the retail setting. In the first study, we ran a content analysis on data retrieved from a sample of QR codes of wine bottles. In the second one, we tested our hypotheses through an online experiment. The findings show that when the contents conveyed are hedonic, the presence of a QR code influences consumers’ perceived value of the product positively. The reverse is true when considering the website (without the use of the direct QR code platform). These results provide useful insights for managers for the development of a smart experience in stores.
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