광고매체로서 디지털 사이니지의 수용에 관한 연구
A study of factors affecting the adoption of digital signage as advertising media
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초록
본 연구는 관련 산업을 중심으로 나타나는 디지털 사이니지에 대한 기대와 가능성에도 불구하고 광고미디어로서의 이론적 토대가 매우 제한적인 상황임을 고려하여, 디지털 사이니지 활용에 영향을 미칠 것으로 예상되는 요인들을 파악하고, 이들 요인들이 디지털 사이니지 수용과정에 미치는 상대적인 영향력을 파악하기 위해 시도되었다. 연구결과 수용과정의 단계별로 상이한 차이가 있으나 수용과정 전 단계에 걸쳐 영향을 미치는 요인은 기술수용모형에서 제시하는 지각된 용이성과 지각된 상호작용성, 그리고 인구통계학적 변수에 해당하는 연령과 성별 요인인 것으로 나타났다. 또한 개인 혁신성과 관련된 자기 효능감 요인의 경우 수용과정의 일부 단계(인지, 흥미)에서 유의적 영향을 미쳤으며, 신기성 추구 요인의 경우 어떠한 수용단계에서도 유의적 영향을 미치지 못하는 것으로 나타났다. 디지털 미디어 보유 정도와 관련된 요인의 경우 수용과정의 흥미 단계에서만 제한적인 영향을 미치는 것으로 나타났다. 수용 과정의 단계별로 가장 큰 영향력을 지닌 요인들을 살펴보면, 인지 단계에서는 연령 변수가 가장 영향력이 큰 것으로 나타난 반면, 흥미 및 사용의도 단계에서는 지각된 용이성 변수가 가장 큰 영향력을 지니는 것으로 나타났다.
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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