The relative impact of health communication conveyed via quick response codes: A conjoint experiment among young thai consumers doing grocery shopping.

Autor: Fagerstrøm A; School of Economics, Innovation, and Technology, Kristiania University College, Oslo, Norway., Eriksson N; Arcada University of Applied Sciences, Helsinki, Finland., Khamtanet S; Faculty of Business Administration, Kasetsart University, Muang, Sakon Nakhon, Thailand., Jitkuekul P; Faculty of Business Administration, Kasetsart University, Muang, Sakon Nakhon, Thailand., Sigurdsson V; Department of Business Administration, Reykjavik University, Reykjavik, Iceland., Larsen NM; School of Business and Economics, UiT The Arctic University of Norway, Harstad, Norway.
Jazyk: angličtina
Zdroj: Health marketing quarterly [Health Mark Q] 2023 Apr-Jun; Vol. 40 (2), pp. 206-225. Date of Electronic Publication: 2022 Jun 25.
DOI: 10.1080/07359683.2022.2085460
Abstrakt: This paper explores the impact of health communication using smartphones and the outcome of healthier purchases when young Thai consumers shop for groceries. A conjoint experiment was arranged whereby participants ( n  = 214) purchased grocery using information conveyed via quick response (QR) codes. Results show that a healthy food label, and a good consumer rating on the food's health, evoked the consumers' tendencies towards interacting with a smartphone in the purchasing situation. In addition, likelihood of buying increased. Further simulations revealed that health communication conveyed via QR codes can be a good investment for brands to increase healthier purchases.
Databáze: MEDLINE
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