Browse > Article
http://dx.doi.org/10.5850/JKSCT.2018.42.5.855

The Effects of Digital Signage Attributes and Content Type on Flow in Apparel Stores  

Ji, Kyoungha (Dept. of Clothing & Textiles, Chungnam National University)
Kim, Hanna (Dept. of Clothing & Textiles, Chungnam National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.42, no.5, 2018 , pp. 855-870 More about this Journal
Abstract
This study analyzes and categorize the types of digital signage content using the case study method as well as explores the moderating effects of digital signage content in the relationship between digital signage attributes and consumer's flow using the empirical study method. For a case study, the total of 38 fashion brands, including 10 designer brands, 14 sports and outdoor brands, 6 casual brands and 8 SPA brands were investigated. For an empirical study, the virtual store with two types of digital signage contents was developed. Then, the online survey was conducted with 20s to 40s respondents and a total of 544 responses were analyzed using SPSS 24.0. The study results were as follows. First, digital signage in fashion store were categorized into four types by its content; brand-centric type, product-centric type, compound type, and promotional type. Second, digital signage consists of three attributes such as attractiveness, informativity, and entertainment. Third, the results showed that attractiveness and entertainment had a significant effect on consumer's flow. The type of digital signage content was also shown to moderate the influence of attractiveness and consumer's flow.
Keywords
Digital signage contents; Attractiveness; Informativity; Entertainment; Flow;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
연도 인용수 순위
1 Kim, Y., & Yoo, J. (2015). A study of VMD function redefined introduced in accordance with the interactive design. Journal of Korea Institute of Spatial Design, 10(3), 57-67.   DOI
2 Kim, Y. E. (2017, October 18). 패션기업이 아니다? 디지털 혁신 주도하는 버버리 [Is not a fashion enterprise? Burberry, leading digital innovations]. Hankyung Magazine. Retrieved January 26, 2018, from http://magazine.hankyung.com/business/apps/news?popup=0&nid=01&c1=1&nkey=2017101601142000221&mode=sub_view
3 Kim, Y. H. (2014). A study on the method of digital signage in the fashion store VMD: Focusing on global SPA brands in Korea. Unpublished master's thesis, Hansung University, Seoul.
4 Kim, Y. H., Lee, J. H., & Han, H. R. (2013). A study on the method of digital signage in the fashion store VMD - Focusing on global SPA brands in Korea -. Journal of the Korean Institute of Interior Design, 22(6), 220-232.
5 Kim, Y. W. (2011). An analysis on augmented reality as marketing tool. Journal of Korean Society of Communication Design, 14(2), 37-46.
6 Kwon, A. Y. (2015, May). [매체리포트]디지털 사이니지와 패션업계의 화려한 만남 [[Media Report]Digital signage and brilliant encounters in the fashion]. POPSign. Retrieved February 26, 2018, from http://www.popsign.co.kr/index-_media_view.php?BRD=3&NUM=647
7 Ro, K., Hwang, H., & Kim, S. (2014). A research on personalized mobile advertising service using the linkage between digital signage and smartphones. The Journal of IIBC, 14 (1), 139-146. doi:10.7236/JIIBC.2014.14.1.139   DOI
8 Seong, H. J., Lee, J. M., & Lee, H. H. (2013). The effects of experiential marketing and visual merchandising on purchase intention-Focused on outdoor brand flagship store-. Journal of the Korean Society of Design Culture, 19(3), 353-367.
9 Shim, N. H. (2006). Visual merchandising & display (8th ed.). Seoul: Wooyong.
10 Shin, I., & Shim, S. W. (2011). The study on interactive outdoor advertising acceptance: Digital signage Stikus Wall case. The Korean Journal of Advertising and Public Relations, 13(4), 390-432.
11 Shin, I. G. (2012). 브랜드 경험으로서의 디지털사이니지광고 이해와 활용 [Understand and use of digital signage advertising based on brand experience]. Excellence Marketing for Customer, 46(5), 51-55.
12 Song, B. H. (2009). A study on the effect of the foodservice consumer's attitude toward visual merchandising on their attitude toward brands and purchasing intention-Comparative study of family restaurants, fast food stores, and coffee shops using the Fishbein's model of attitudes-. Unpublished doctoral dissertation, Sejong University, Seoul.
13 Sorensen, H. (2009). The in-store "Audience". Journal of Advertising Research, 49(2), 176-179. doi:10.2501/S0021849909090242   DOI
14 Suh, J. H., & Lee, H. N. (2012). A study on type classification and psychological characteristics of media art con tents in Seoul square - Focused on the comparison of pictures and videos -. Journal of Digital Design, 12(3), 169-178. doi:10.17280/jdd.2012.12.3.017   DOI
15 Kim, J., & Park, H. (2017). Effects of user interface and media engagement on media attitudes and advertising attitudes. Journal of OOH Advertising Research, 14(2), 26-41.
16 Kim, E. Y., & Sung, H. (2017). Consumer emotional experience and approach/avoidance behavior in the store environment with digital signage -Moderating effect of perceived surprise-. Journal of the Korean Society of Clothing and Textiles, 41(2), 266-280. doi:10.5850/JKSCT.2017.41.2.266   DOI
17 Kim, H., Lee, G., & Kim, J. (2015). A study on the visual media-centered VMD characteristics applied to fashion brand shops. Journal of Korea Institute of Spatial Design, 10(4), 81-93.   DOI
18 Kim, H. S., Cho, K. M., & Rhee, S. R. (2015). The structural relationship among experience in sports brand flagship store, flow, brand image and purchase intention. The Korean Journal of Physical Education, 54(4), 313-327.
19 Kim, J. Y., Kim, J. W., & Kim, J. B. (2012). The revitalization strategy of digital signage industry. Journal of Information Technology Applications & Management, 19(4), 185-196.   DOI
20 Kim, K. P. (2016). An exploratory study on dimensions of brand experience through digital signage. Unpublished doctoral dissertation, Kookmin University, Seoul.
21 Kim, K. P., & Lee, C. M. (2018). An exploratory study on dimensions of brand experience through digital signage. Journal of OOH Advertising Research, 15(1), 18-45.
22 Kim, S. J., & Shim, S. W. (2015). The media effect on user context of digital signage: Focusing on the display AD of convenient store. The Korean Journal of Advertising and Public Relations, 17(2), 104-137. doi:10.16914/kjapr.2015.17.2.104   DOI
23 Dennis, C., Newman, A., Michon, R., Brakus, J. J., & Wright, L. T. (2010). The mediating effects of perception and emotion: Digital signage in mall atmospherics. Journal of Retailing and Consumer Services, 17(3), 205-215. doi:10.1016/j.jretconser.2010.03.009   DOI
24 Lee, K. M., & Hwang, S. J. (2014). The trends of the digital media convergence experiential marketing in the fashion industry - Centered on domestic and foreign store-type fashion retail shop. Journal of Korean Society of Media & Arts, 12(1), 129-144. doi:10.14728/KCP.2014.12.01.129   DOI
25 Lee, K. Y. (2012). Effects of cross-media advertising campaign on advertising and brand engagement and purchase intention between television and internet banner ads. Korean Journal of Communication Studies, 20(3), 67-90.
26 Lee, K. Y. (2014). Exploratory study on types, characteristics, & effects of digital signage. A Treatise on the Plastic Media, 17(4), 169-176.
27 Dennis, C., Brakus, J. J., & Alamanos, E. (2013). The wallpaper matters: Digital signage as customer-experience provider at the Harrods (London, UK) department store. Journal of Marketing Management, 29(3-4), 338-355. doi:10.1080/0267257X.2013.766628   DOI
28 Kim, T. J. (2013). An empirical research on the effect of duty free shop's VMD to loyalty with the parameter variables of brand attitude including the controling variable effects. Unpublished doctoral dissertation, Korea Aerospace University, Goyang.
29 Min, S. G., & Kim, S. H. (2014). Study on utilization of digital signage advertisements as an experience marketing technique. Proceedings of the KODDCO 2014 Conference, Korea, 365-366.
30 Dennis, C., Michon, R., Brakus, J. J., Newman, A., & Alamanos, E. (2012). New insights into the impact of digital signage as a retail atmospheric tool. Journal of Consumer Behaviour, 11(6), 454-466. doi:10.1002/cb.1394   DOI
31 Dunne, P. M., & Lusch. R. E. (1999). Retailing (3rd ed.). Fort Worth, TX: The Dryden Press.
32 Go, A., & Shim, S. W. (2014). A study on the effect measurement model of in-store digital signage: Focused on physical feature of CVS digital signage. The Korean Journal of Advertising, 25(1), 153-178. doi:10.14377/KJA.2014.1.15.153   DOI
33 Ha, E. (2012). A study on the structure of spatial experience by digital media. Journal of the Korea Intitute of Spatial Design, 7(4), 177-186.   DOI
34 Han, K. S. (2013). Influence of brand experience by digital signage advertising types on engagement. Advertising Research, 98, 43-84.
35 Han, K. S. (2017). The effect of digital signage and smart media convergence on memory and attitude according to the level of engagement and interactivity. Journal of the Korea Convergence Society, 8(6), 1-7. doi:10.15207/JKCS.2017.8.6.001   DOI
36 Heo, J. E., & Park, S. H. (2014). Study on the interactivities of digital signage users in the perspective of uses and gratification. Design Convergence Study, 13(1), 99-108.
37 Park, H. (2013). Effects of consumer's psychological tendency and locations on digital signage advertising: A focus on the subway information media. Unpublished master's thesis, Dankook University, Yongin.
38 Newman, A., Dennis, C., Wright, L. T., & King, T. (2010). Shoppers' experiences of digital signage-a cross-national qualitative study. International Journal of Digital Content Technology and its Applications, 4(7), 50-57. doi:10.4156/jdcta.vol4.issue7.5   DOI
39 Oh, S. J. (2011). A study on the interior space plan of fashion store applying the expression characteristic factors of experience marketing. Unpublished master's thesis, Hongik University, Seoul.
40 Oh, Y. I. (2018, January 3). 위기가 기회다... 오프라인 매장의 생존전략 [The crisis is an opportunity... Offline store's survival strategy]. White Paper. Retrieved January 30, 2018, from http://www.whitepaper.co.kr/news/articleView.html?idxno=93639
41 Park, H., & Jun, J. W. (2013). Media and advertising effects of digital signage: A focus on consumers psychological tendency and media locations. Journal of Outdoor Advertising Research, 10(2), 105-134.
42 Park, H. H., & Jeon, J. O. (2004). The effect of VMD structural elements on fashion brand attitude. Journal of the Korean Society of Clothing and Textiles, 28(2), 224-234.
43 Park, H. H., & Jeon, J. O. (2011). A study on visual merchandising effectiveness: Focused on the differences in effectiveness according to merchandise class. Journal of the Korean Society for Clothing Industry, 13(2), 215-225. doi:10.5805/KSCI.2011.13.2.215   DOI
44 Lee, M., & Lee, J. (2013). A study on space marketing strategy for brand communication - Focused on spaces for customers' benefits -. Journal of the Korea Institute of Spatial Design, 8(2), 9-16.
45 Jung, S. (2014). The effect of VMD on brand image and behavior intention of dining experience in the department store. Unpublished master's thesis, Yonsei University, Seoul.
46 Taylor, S. A., & Hunter, G. (2014). An exploratory investigation into the antecedents of satisfaction, brand attitude, and loyalty within the (B2B) eCRM industry. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 27, 24-42.
47 오프라인, 똑똑한 디지털 스토어로 변신 [Off-line, Convert into a smarter digital store]. (2016, August). Fashion Channel. Retrieved January 31, 2018, from http://www.fashionchannel.co.kr/main09/news.php?table=papernews&query=view&uid=7372
48 Jeon, U. N. (2016). An study on the effect of large discount stores' characteristics, products characteristics, and VMD characteristics on women's fashion customers' satisfaction and purchase behavior. Unpublished master's thesis, Kookmin University, Seoul.
49 Jeong, M. K. (2016). VMD characteristics based on integrated marketing communication (IMC) strategy: Focused on beauty flagship store. Unpublished master's thesis, Hansung University, Seoul.
50 Jeong, M. K., & Han, H. R. (2015). VMD characteristics activation plan based on integrated marketing communication (IMC) strategy-Focused on beauty flagship store-. Korea Society of Basic Design & Art, 16(6), 523-536.
51 Jung, S. A., & Choi, M. Y. (2011). The effects of the VMD of an SPA store on product evaluation and purchase preferences. Journal of the Korean Society of Fashion Design, 11(2), 75-95.
52 Jung, W. S. (2006). A study on the effects of apparel outlet VMD components on brand reliability, customer satisfaction and repurchasing intention. Unpublished master's thesis, Dongguk University, Seoul.
53 Kang, Y., & Lee, J. (2013). A study on status and trends of the space marketing in retail shop using digital-installation. Journal of the Korea Intitute of the Spatial Design, 8(2), 19-30.
54 Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York, NY: Harper & Row.
55 Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82. doi:10.2307/1251871   DOI
56 Kilger, M., & Romer, E. (2007). Do measures of media engagement correlate with product purchase likelihood? Journal of Advertising Research, 47(3), 313-325. doi:10.2501/S002184990707033X   DOI
57 Kim, E. Y., & Sung, H. (2016). A study of digital signage effects in shopping context for fashion brands. Korean Journal of Human Ecology, 25(3), 361-374. doi:10.5934/kjhe.2016.25.3.361   DOI
58 Chin, H. K. (2014). An empirical investigation of the key drivers of social networking sites (SNS) user's e-WOM behavior in digital signage advertising. Korea Science & Art Forum, 15, 387-400.   DOI
59 Cho, A. R. (2009). Study on the design of the commercial areas applying experience marketing-Focalizing on the flagship store of a brand-. Unpublished master's thesis, Ewha Womans University, Seoul.
60 Choo, M. A. (2015). A study on correlation between media engagement and brand attachment, brand loyalty in an digital environment: Hierarchical mediated regression analysis of brand relations affect. Journal of the Korea Institute of Information and Communication Engineering, 19(12), 3003-3010. doi:10.6109/jkiice.2015.19.12.3003   DOI
61 Csikszentmihalyi, M. (l997). Finding flow: The psychology of engagement with everyday life. New York, NY: Basic Books.