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The Effect of Digital Signage and Smart Media Convergence on Memory and Attitude According to the Level of Engagement and Interactivity

디지털 사이니지와 스마트 미디어 융합이 인게이지먼트와 상호작용성 수준에 따라 기억과 태도에 미치는 영향

  • Han, Kwang-Seok (Dept of Advertising & Public Relations, Namseoul University)
  • 한광석 (남서울대학교 광고홍보학과)
  • Received : 2017.03.08
  • Accepted : 2017.06.20
  • Published : 2017.06.28

Abstract

This study examined how the memory effect and the brand attitude effect differ according to the interaction (high / low) and the involvement (high / low) of digital signage. The two-way MANOVA analysis using SPSS 18 was used for the empirical analysis. The results of this study are as follows: First, GRM is recalled if the level of interactivity and inffence of digital signage is low, but if both conditions are high, ARM recalls. Second, if the interaction of digital signage is low and the level of engagement is high, a lot of memory information is formed that forms the overall attitude of the product. In addition, even though the interaction level is high and the engagement is low, the attitude cognitive response through the overall evaluation is formed rather than the attribute information. Third, brand attitude was positive when interactivity level was high and engagement level was high.

Acknowledgement

Supported by : 남서울대학교

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