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

Q3 Health Professions

Health Marketing Quarterly Pub Date : 2023-04-01 DOI:10.1080/07359683.2022.2085460

Asle Fagerstrøm, Niklas Eriksson, Sirinna Khamtanet, Premruedee Jitkuekul, Valdimar Sigurdsson, Nils Magne Larsen

引用次数: 0

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.

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通过快速反应代码传达的健康沟通的相对影响:泰国年轻消费者在杂货店购物的联合实验。

本文探讨了使用智能手机进行健康沟通的影响，以及年轻的泰国消费者购买杂货时更健康的购买结果。在一项联合实验中，参与者(n = 214)使用通过快速反应(QR)码传递的信息购买杂货。结果表明，健康食品标签和对食品健康的良好消费者评价，引起了消费者在购买时与智能手机互动的倾向。此外，购买的可能性也增加了。进一步的模拟显示，通过二维码传达的健康信息对品牌来说是一项很好的投资，可以增加更健康的消费。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Health Marketing Quarterly Health Professions-Health Professions (all)

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.