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The Effects of Digital Signage on Flow and Brand Attitudes: The Mediating Role of Pleasure

  • Ji, Kyoungha (Dept. of Clothing and Textiles, Chungnam National University) ;
  • Kim, Hanna (Dept. of Clothing and Textiles, Chungnam National University)
  • Received : 2018.11.02
  • Accepted : 2018.12.22
  • Published : 2018.12.30

Abstract

In recent years, digital media providing entertainment and information have become an important channel of customer experience. The aim of this study is to evaluate the effects of digital signage's characteristics on flow and brand attitudes and to verify the mediating role of pleasure in digital signage and flow. The stimuli were developed for a sports brand stores using 3D and video editing software. The survey was conducted on 544 subjects from both gender aged 20 to 49 years old, i.e. the population that constitutes the major target group for sports brands. The data collected was analyzed using IBM SPSS 24.0. Specifically, frequency analysis, factor analysis, reliability analysis, t-test, and regression analysis were performed on the data. Based on the results, we can draw the following conclusions; First, the dimension of digital signage was classified into aesthetic and functional attributes. Additionally, we found out that women highly value aesthetic attributes of digital signage while the customers in their 40s pay more attention to functional attributes than their counterparts aged 20-30 years. Second, our results suggest that pleasure has a mediating effect in the relationship between digital signage attributes and flow; specifically, both sub-dimensions of digital signage features (aesthetic attributes and functional attributes) affect flow by means of pleasure. Third, our results demonstrated that the flow of digital signage had a significant impact on brand attitudes.

Keywords

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Figure 1. Research Model

Table 1. Factor Analysis of Digital Signage Attributes

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Table 2. Effects of Gender in Recognition of Digital Signage

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Table 3. Effects of Age in Recognition of Digital Signage

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Table 4. Factor Analysis of Pleasure and Flow

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Table 5. Mediating Effects of Pleasure in Digital Signage and Flow

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Table 6. Direct Effect, Indirect Effect, and Total Effect between Variables

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Table 7. The Effect of Flow on Brand Attitude

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