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http://dx.doi.org/10.14400/JDC.2019.17.4.299

The Effect of Presence and Interactivity of Digital Signage Using 3D Virtual Reality on Brand Experience and Attitude  

Han, Kwang-Seok (Division of Advertising and Public Relations, Namseoul University)
Publication Information
Journal of Digital Convergence / v.17, no.4, 2019 , pp. 299-307 More about this Journal
Abstract
In this study, we experimented with experience of digital signage using Virtual Reality technology, and the difference between presence and interactivity in brand experience and digital signage attitude. We conducted a two-way MANOVA analysis with cognitive presence, emotional presence, and media presence as the independent variable and interactivity level(high vs low) as dependent variables and the brand experience and attitude as dependent variables. First, cognitive presence was found to be most effective through behavioral experience when low interactivity. Second, emotional presence also has a positive effect on emotional experience when the level of interactivity is low. Third, media presence has a positive effect on emotional experience if the level of interactivity is low. This study suggests a communication strategy to communicate presence according to the characteristics of media strategy and technology through appropriate level of interactivity when using digital technology. Future research requires a qualitative approach rather than a quantitative one in terms of interactivity.
Keywords
Virtual Reality; Digital Signage; Presence; Interactivity; Brand Experience; Attitude;
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