Earticle

초록

영어

Currently, smart signage as a new kind of advertisement media has been widely used and has had a significant effect on consumers. In this study, we examine the impact on the attitude towards smart signage advertisement based on the Ducoffe’s Web advertisement model. In particular, we investigate how the advertising factors (interaction, informativeness, irritation, and entertainment) as well as the contextual factors (localization, immediacy, and personalization) have effects on the value and attitude towards smart signage advertisement. Furthermore, we examine the moderating effect of individual defensive propensity on the relationship between affecting factors and the advertising value. By analyzing 192 samples from undergraduates, we found that four out of seven factors have significant effects on the value towards smart signage. More specifically, for advertising factors, informativeness and irritation have positive effects on the advertising value. For contextual factors, on the other hand, localization and entertainment have positive effects on the value towards smart signage. Besides, we discovered that the defensive propensity moderate the relationship between localization and the advertising value.

목차

Abstract
 1. 서론
 2. 이론적 배경 및 관련 문헌연구
  2.1 스마트 사이니지 개념 및 특징
  2.2 스마트 사이니지 관련 연구
  2.3 인터넷 광고 및 모바일 관련 광고 관련 이론과 맥락 연구
 3. 연구모형 및 연구가설
  3.1 연구 모형
  3.2 연구 가설
 4. 연구 방법
  4.1 자료의 수집과 표본의 구성
  4.2 변수의 조작적 정의 및 측정 항목
 5. 연구 결과
  5.1 신뢰성 및 타당성 분석
  5.2 가설검정
  5.3 토의
 6. 결론
 참고문헌

키워드

저자

• 최민석 [ Min Seok Choi | 아주대학교 일반대학원 경영정보학전공 석사과정 ]
• 강민철 [ Min Cheol Kang | 아주대학교 e-비즈니스학과 교수 ] 교신저자
• 양성병 [ Sung-Byung Yang | 아주대학교 e-비즈니스학과 조교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005