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The relative impact of health communication conveyed via quick response codes: A conjoint experiment among young thai consumers doing grocery shopping.
- Source :
-
Health Marketing Quarterly . Apr-Jun2023, Vol. 40 Issue 2, p206-225. 20p. 3 Charts. - Publication Year :
- 2023
-
Abstract
- 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. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 07359683
- Volume :
- 40
- Issue :
- 2
- Database :
- Academic Search Index
- Journal :
- Health Marketing Quarterly
- Publication Type :
- Academic Journal
- Accession number :
- 163954337
- Full Text :
- https://doi.org/10.1080/07359683.2022.2085460