The purpose of this research is to explore the role of Quick Response Code (QR code) in event marketing, and consumers’ attitudes and responses to events that using QR code. As “role” is an abstract concept which may be misunderstood, three detailed research questions are proposed to make the purpose clearer. First of all, what role does QR code play in consumers’ life? What are consumer’s main attitudes towards it? Secondly, what are the drivers for consumers to participate in marketing events using QR code? Thirdly, what are the perceived impacts of such event on consumers’ intention to purchase?