As a shortcut for mobile input, quick response (QR) code is increasingly being integrated
in cross-media advertising campaigns in many countries of the world. Questions remain,
however, about its actual use in different media, the motivations for consumers to use it
and, especially, the perceived risks associated with using QR code. This study represents
an initial exploration into these important issues. Findings from three studies in Japan
indicate that QR codes are largely used in print media for promoting loyalty programs;
convenience, savings, and quality are drivers of QR-code use; and perceived risks vary
among different contexts in which consumers scan QR codes. Implications are presented
for the effective use of QR code in mobile promotion