광고매체로서 디지털 사이니지의 수용에 관한 연구 = A study of factors affecting the adoption of digital signage as advertising media

다국어 초록 (Multilingual Abstract)

This study attempts to identify the predictors of the adoption of digital signage as advertising media. This study presents the personal innovativeness(self-efficacy, novelty seeking), TAM variables( perceived usefulness, perceived ease of use), digital media owner, and demographics(such as age, sex) as theoretical frameworks and important influence variables. The results are as followed. The awareness, interest, and adoption intention of digital signage correlated positively two kinds of TAM variables and demographics, respectively. The most influential factor in predicting the digital signage awareness is age, and the most influential factor in predicting digital signage interest and adoption intention is perceived usefulness. self-efficacy variable and digital media ownership has limited influence on the adoption of digital signage. Novelty seeking variable is found to have no influence on the adoption process.

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