디지털 사이니지가 광고 수용태도에 미치는 영향 연구

Abstract

This study was to verify how digital signage advertising manifests the mediating relationship between intrusion and immersion in the process of accepting innovation in consumer acceptance attitude, and to examine the relative influence and significance of each variable. As a result, in Research Hypothesis 1, the subjects' item-by-item scale was generally high in the self-innovation category, indicating that the subjects themselves highly evaluated individual innovation, but the intrusion level did not significantly affect the independent variable, innovation category. The intrusion scale in Research Hypothesis 2 was analyzed to have no effect on novelty, an independent variable, regardless of the number, and in Research Hypothesis 3, it was analyzed that the higher the scale value of an individual's innovation item, the more significant the immersion. IResearch Hypothesis 4 showed that the higher the number of items on the scale of immersion, the higher the effect on self-efficacy, an independent variable, and on the contrary, it was analyzed that self-efficacy was also significantly mediated in digital signage advertising commitment according to the number.
 This study can be said to have sufficient significance in terms of theory and practice in implementing and using digital signage in the future. In particular, the verification and analysis of the cause and effect relationship between intrusion and immersion on consumer acceptance attitudes in the process of accepting innovation in the developing digital signage suggests that it is closely related to the use of new media in the future.