Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
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A Study on the Effect of Regulatory Focus and Self-construal on Digital Signage Advertisement

디지털 사이니지 광고유형별 효과에 조절초점과 자아해석이 미치는 영향

  • Tae-Wook Ju (Dept. of Business Administration, Daelim University College) ;
  • Hyun-Seok Kim (Dept. of Business Administration, Daelim University College)
  • Received : 2022.12.08
  • Accepted : 2023.03.20
  • Published : 2023.03.28
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Abstract

In this study, the differential effects of exposure-type digital signage advertisement and interactive digital signage advertisement were examined through the moderating variables of regulatory focus and self-construal. As a result of the study, in the case of individuals with promotion focus and independent self-construal, interactive digital signage advertisements had a more positive effect than exposure-type digital signage advertisements. However, in the case of prevention focus and interdependent self-construal, there was no difference in effect between digital signage advertisement types. Therefore, we can help to establish a customized strategy according to individual characteristics using digital signage.

본 연구에서는 최근 활용이 증대되고 있는 디지털 사이니지를 이용한 광고효과에 대해 알아보았다. 구체적으로 조절 초점과 자아해석이라는 조절변수를 통해 노출형 디지털 사이니지 광고와 상호작용형 디지털 사이니지 광고의 차별적 효과를 살펴보았다. 연구결과, 향상초점을 가진 개인의 경우, 상호작용형 디지털 사이니지 광고가 노출형 디지털 사이니지 광고에 비해 더욱 긍정적인 효과를 가져왔다. 하지만 예방초점을 가진 경우에는 디지털 사이니지 광고유형 간 효과 차이는 없는 것으로 나타났다. 또한 독립적 자아해석을 하는 개인은 노출형 디지털 사이니지 광고에 비해 상호작용형 디지털 사이니지 광고를 더욱 선호하는 것으로 나타났다. 반면, 상호의존적 자아해석을 하는 개인에게는 디지털 사이니지 광고에 따른 효과 차이가 없다는 것을 알 수 있었다. 따라서 본 연구는 디지털 사이니지를 활용하여 개인특성에 따른 맞춤형 전략을 수립하는데 도움을 줄 수 있을 것으로 판단된다.

Keywords

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