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The Impact of Interactivity in Smart Signage and Flow on the Engagement and Memory Accessibility

스마트 사이니지의 상호작용성과 플로우(Flow)가 인게이지먼트와 기억 접근성에 미치는 영향

  • Han, Kwang-Seok (Division of Advertising and Public Relations, Namseoul University)
  • 한광석 (남서울대학교 광고홍보학과)
  • Received : 2017.11.13
  • Accepted : 2018.01.20
  • Published : 2018.02.28

Abstract

The purpose of this study is to establish smart signage in a certain space and to analyze not only media ingestion and advertising inducement as well as any information (high vs. low vs. low) and flow level And the memory effect related to whether or not to remember. The results of this study show that the higher the interaction level and the higher the engagement level, the higher the advertising engagement is. In addition, media involvement was high when interaction level was low and flow level was high. Finally, if the level of interactivity is low and the level of flow is high, then non - valued attribution information is more likely to be recalled than the comprehensive evaluation information. If the interaction of smart signage is high and the flow of users is low, Recalled more recall information. In the future, detailed strategies for enhancing user flow will be needed rather than a strategy for unconditional enhancement of interaction in smart signage strategy.

본 연구는 스마트 사이니지를 실제 일정한 공간에 설치하여 상호작용성 수준(고 vs. 저)과 플로우 수준(고 vs. 저)에 따라 미디어 인게이지먼트와 광고 인게이지먼트 뿐 아니라 어떠한 정보를 기억하는지와 관련한 기억 효과까지 실증적으로 분석하였다. 48인치 스마트 사이니지를 실제 대학 구내에 설치하여 실험 연구로 진행하였다. 연구 결과 상호작용성과 인게이지먼트 수준이 모두 높은 경우 모두 낮은 경우보다 광고 인게이지먼트는 높게 나타났다. 또한 상호작용성 수준이 낮고 플로우 수준이 높은 경우 미디어 인게이지먼트가 높게 나타났다. 마지막으로 상호작용성 수준이 낮고 플로우 수준이 높으면 비평가적인 속성 정보를 종합적인 평가 정보에 비해 많이 기억하여 회상하였으며, 스마트 사이니지의 상호작용성이 높고 사용자의 플로우가 낮으면 태도적인 평가적 회상 정보를 더 많이 회상하는 것으로 나타났다. 향후 스마트 사이니지 전략에 있어 상호작용성을 무조건 높이는 전략보다는 사용자 플로우를 높이기 위한 세부적인 전략이 필요할 것이다.

Keywords

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