Assessing gender differences in 'quick response' code loyalty promotion acceptance

This study sheds light on quick response (QR) code loyalty promotion in terms of gender. Based on self-construal and gender scheme theories, we posit that the level of both involvement and social anxiety plays a crucial role in the gender effects of loyalty formation for promoted services. A scenario-based study in Japan with 667 consumers is constructed and examines two types of services: bank and supermarket. The findings suggest that, for high involvement (bank), compared with women, males act as competitive gamers who assume greater risk and seek attractive rewards with which to beat corporations, even under high social anxiety conditions. This finding seems consistent with independent self-construal among males. However, there is no significant difference for low involvement (supermarket). The implications are discussed and limitations recognized.