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http://dx.doi.org/10.14400/JDC.2019.17.11.021

The Effect of Digital Signage Content Appeal Type and Interactivity on Attitude and Memory  

Lim, Jae-Moon (Dept of Photography, Image and Drone, Gwangju University)
Publication Information
Journal of Digital Convergence / v.17, no.11, 2019 , pp. 21-27 More about this Journal
Abstract
The study empirically analyzed the effects of content attitudes and recall on digital signage advertising appeal (information appeal vs. image appeal) and interactivity level (low vs. high). As a result, first, it was found that a moderately low level of interactivity had a positive effect on content attitudes and recall than when the level of digital signage was extremely high. In addition, at moderately low levels of interactivity, information appeals had higher content attitudes and recalls than image appeals. Second, the content of image appeal has a positive effect on attitude when the digital signage level of interactivity is high, and the image recall ad and information appeal ad have negative effects on recall. Third, the low level of interactivity of digital signage has a positive effect on the content attitude and recall of information appeal. With the advent of digital media in recent years, concerns about how to construct the level of interactivity and information content on a strategic level are increasing in practice. The results of this study are expected to suggest the direction of the strategic grounds for this.
Keywords
Digital Signage; Contents Appeal Type; Interactivity; Attitude toward Content; Recall;
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Times Cited By KSCI : 1  (Citation Analysis)
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