Customer Satisfaction and Sustainable Purchasing Behaviour via QR Code with the Mediating Role of Perceived Flow Among Malaysian Shoppers

Abstract

Mobile advertising on smartphones shows potential as a marketing and advertising strategy, particularly for influencing consumer purchasing behaviour. Mobile technologies, including QR codes, have been recognized as an effective and strategic tool for bridging the knowledge gap between companies and customers regarding purchasing behaviour. The literature, however, provides scarce insights into the QR code factors that affect consumer satisfaction and purchase intention via perceived flow. This study aims to empirically examine the mediating effect of perceived flow on the relationship between QR code (usefulness, acceptability and feasibility) and customer satisfaction and purchase intention based on the stimulus–organism–response model. The study adopted the cross-sectional design from 386 online shoppers. The PLS-SEM second-generation statistical method was used to analyse the data. The findings revealed that QR code usefulness, acceptability and feasibility have a positive significant effect on perceived flow, which positively influences customer satisfaction and purchase intention. Therefore, perceived flow positively mediated the relationship between QR code factors and customer satisfaction and purchase intention. Based on the SOR paradigm, the study extends the application of QR code services to the online shopping context in Malaysia and validates the positive relationship of QR code factors, perceived flow, customer satisfaction and purchase intention.