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http://dx.doi.org/10.14400/JDC.2020.18.4.193

A Study on the Effect of Type and Personal Characteristics of Digital Signage  

Ju, Tae-Wook (Division of Business Administration, Daelim University College)
Kim, Hyun-Seok (Division of Business Administration, Daelim University College)
Publication Information
Journal of Digital Convergence / v.18, no.4, 2020 , pp. 193-200 More about this Journal
Abstract
In this study, we investigated the effect on digital signage, a new outdoor advertising medium. Specifically, this research examined the differential effects of interactive digital signage and simple touch digital signage through control variables such as involvement and self-efficacy. As a result, interactive digital signage showed positive advertising effect compared to simple touch digital signage. In addition, interactive digital signage has a more positive effect than simple touch digital signage when involvement is self-efficacy is high. However, the effect of the digital signage types was not significant when the self-efficacy was low. Lastly, involvement did not affect the effects of digital signage types. In this study, we can help to establish a customized customer strategy that can maximize digital signage effect.
Keywords
Digital Signage; Simple Touch Digital Signage; Interactive Digital Signage; Involvement; Self Efficacy;
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Times Cited By KSCI : 8  (Citation Analysis)
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