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The effects of QR delivered content on perceived product value

Research output: Contribution to journalArticle

QR code is an important pull technology tool that has increased exponentially worldwide. Although its usefulness for marketers has been widely recognised, 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.
Original languageEnglish
JournalJournal of Strategic Marketing
Early online date22 Aug 2020
Publication statusEarly online - 22 Aug 2020


  • The effects of QR delivered content

    Rights statement: This is an Accepted Manuscript of an article published in Journal of Strategic Marketing on 28/08/2020, available online:

    Accepted author manuscript (Post-print), 884 KB, PDF document

    Due to publisher’s copyright restrictions, this document is not freely available to download from this website until: 28/02/22

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