브랜드 터치 포인트에 따른 인게이지먼트 향상을 위한 디지털 사이니지 활용 연구

Abstract

Digital signage has enhanced its role as a one-way outdoor advertisement as well as its interactive function allowing two-way communication to maximize consumer experience. However, is still limited to the function of one-way communication as television commercials. The purpose of this study is to identify the characteristics and types of digital signage through the current status of domestic and international cases. Second is to define the concept and elements of “engagement” for an effective measure of the utilization of digital signage. Third, problems derived from six case analysis of domestic mobile device vendors are analyzed to identify characteristics of each purchase. Fourth, sub-conclusion drew from case analysis is proved and analyzed through empirical studies. According to the analysis, the concept of “engagement” has appeared distinctive in each stage of digital signage: simple exposure of contents in the incoming stage; the exposure form used for “interaction” and “customization” in the experience stage; and combined usage of digital signage and consultant in the purchase stage. Appropriate use of digital signage at each stage with consumers can be seen as having a positive impact on “engagement,” and it is meaningful to contribute to the theoretical basis in future strategies to utilize digital signage for mobile carrier businesses.