Exploratory Study on Effect of Brand Experience and Interactivity of Digital Signage using Virtual Reality on Attitude

Abstract

Objectives: This study provides the experience of digital signage advertising utilizing the 3D virtual reality and investigated the differences in the advertising and brand attitudes according to the levels of interactivity. Methods/Statistical Analysis: A two-way MANOVA analysis was performed for hypothesis test in which the brand experience of digital signage (cognitivevs. sensible) and the level of interactivity (low vs. high) were independent variables and the advertising attitude and brand attitude were dependent variables. The field experiment was performed with VR devices where 3D images were inserted. The data from 143 persons except for unreliable responses were used for the analysis. Findings: Recognizing the reality, our study made a contribution in that it investigated the difference of advertising attitude and brand attitude according to the brand experience using the 3D virtual reality as well as the levels of interactivity of digital signage. First, it was found from the experiment that the low level of interactivity with smart signage had a positive effect on the advertising attitude and brand attitude than the high level of interactivity. Second, considering the brand experience of digital signage, the advertising attitude was more positive with cognitive experience than with sensible experience, and contrarily, sensible experience was more effect for brand experience than cognitive experience. It is expected that the result of our study will be able to suggest the direction for the strategic evidence concerning the question. Improvements/Applications: This study simultaneously considered the quantitative and qualitative levels of interactivity for the establishment of a digital signage advertising strategy.