Determinants of QR Code Usage and Pakistani Consumers' Perspective on Its Reapplication During COVID-19

Abstract

This study examines the effects of QR code application on consumer intentions to reuse, specifically over the COVID-19 pandemic. It also explores the role of consumer fulfillment as an important mediator. An analytical model was used to explore how the use of QR codes affected consumers' intention to reuse them. The study sample was obtained from 300 returned and usable participants who employed QR codes during the pandemic era using an online self-administered questionnaire. A majority of the respondents are in the age group of 18 to 25 years (55. 7%), and 76% of the respondents are female. Most (54. 7%) have a master's degree and use QR codes occasionally (62. 0 %), mainly for linking to websites (77. 7 %). Quantitative data collection, median analysis, regression analysis, and correlation methods were utilized to investigate QR code usage, customer satisfaction, and reuse intention.

The results reveal that QR code usage during the pandemic significantly affected consumer satisfaction, which in turn played a crucial role in shaping their intention to reuse QR codes. Customer satisfaction emerged as a key mediator, highlighting the importance of positive experiences with technology in promoting repeat usage. This research provides valuable insights into consumer behavior during a time of increased digital reliance, offering guidance for businesses seeking to enhance customer loyalty and retention through QR codes. By understanding the role of customer satisfaction in influencing reuse intentions, companies can better tailor their digital strategies to meet evolving consumer needs in a post-pandemic world.