$\require{mediawiki-texvc}$

연합인증

연합인증 가입 기관의 연구자들은 소속기관의 인증정보(ID와 암호)를 이용해 다른 대학, 연구기관, 서비스 공급자의 다양한 온라인 자원과 연구 데이터를 이용할 수 있습니다.

이는 여행자가 자국에서 발행 받은 여권으로 세계 각국을 자유롭게 여행할 수 있는 것과 같습니다.

연합인증으로 이용이 가능한 서비스는 NTIS, DataON, Edison, Kafe, Webinar 등이 있습니다.

한번의 인증절차만으로 연합인증 가입 서비스에 추가 로그인 없이 이용이 가능합니다.

다만, 연합인증을 위해서는 최초 1회만 인증 절차가 필요합니다. (회원이 아닐 경우 회원 가입이 필요합니다.)

연합인증 절차는 다음과 같습니다.

최초이용시에는
ScienceON에 로그인 → 연합인증 서비스 접속 → 로그인 (본인 확인 또는 회원가입) → 서비스 이용

그 이후에는
ScienceON 로그인 → 연합인증 서비스 접속 → 서비스 이용

연합인증을 활용하시면 KISTI가 제공하는 다양한 서비스를 편리하게 이용하실 수 있습니다.

[국내논문] 의류매장의 디지털 사이니지 속성과 콘텐츠 유형이 몰입에 미치는 영향
The Effects of Digital Signage Attributes and Content Type on Flow in Apparel Stores 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.42 no.5, 2018년, pp.855 - 870  

지경하 (충남대학교 의류학과) ,  김한나 (충남대학교 의류학과)

Abstract AI-Helper 아이콘AI-Helper

This study analyzes and categorize the types of digital signage content using the case study method as well as explores the moderating effects of digital signage content in the relationship between digital signage attributes and consumer's flow using the empirical study method. For a case study, the...

Keyword

질의응답

핵심어 질문 논문에서 추출한 답변
기업의 입장에서 디지털 사이니지 도입이 갖는 장점은 무엇인가? 매장 내 디지털 사이니지는 끊임없는 시각적 노출로 인하여 환경적 자극이 되므로 기존의 다른 미디어들보다 메시지의 회상이 더 높을 수밖에 없다(Taylor & Hunter, 2014). 기업의 입장에서 디지털 사이니지 도입은 매장에 브랜드 광고효과뿐만 아니라 다양한 정보와 재미 요소를 부가하여 쇼핑체험을 확대할 수 있다는 장점을 동시에 갖는다(Min & Kim, 2014). 특히 리테일 매장에서 디지털 사이니지는 체험을 제공하는 매체로써 그 중요성이 이미 제시되었고(Kim & Sung, 2017), 오프라인매장에서 엔터테인먼트 요소의 활용은 고객과의 상호작용을 용이하게 하고 제품의 홍보와 프로모션 효과까지 용이하게 할 수 있어 이는 매우 중요하다(Kang & Lee, 2013).
디지털 사이니지란 무엇인가? 디지털 사이니지(Digital Signage)란 네트워크를 통해 원격제어가 가능한 디지털 디스플레이를 공공장소나 상업공간에 설치하여 정보, 엔터테인먼트, 프로모션 등의 다양한 콘텐츠를 제공하는 디지털 미디어이다(Go him, 2014; Lee, 2014). 따라서 이는 기업의 마케팅과 광고효과 및 고객의 경험을 유도할 수 있는 커뮤니케이션 도구가 된다(Ro et al.
아웃도어 디지털 사이니지의 예로는 어떠한 것들이 있는가? Kim(2016)는 설치 위치에 따라 구분하였는데, 아웃도어 디지털 사이니지는 가장 일반적인 형태의 디지털 사이니지로 방수처리가 된 대형 스크린을 건물 외벽에 설치하여 동영상 콘텐츠나 광고를 전송하는 형태이다. 버스, 지하철, 택시, 철도, 항공 등 공공교통을 이용하는 장소에 설치되는 디지털 사이니지가 대표적인 유형이다. 구체적으로는 강남역의 미디어폴이나 대형 전광판, 버스쉘터 등이 주요한 아웃도어 디지털 사이니지로 활용되는데, 이용자들의 관심을 끌기 쉽고 신뢰도가 높은 장점이 있다.
질의응답 정보가 도움이 되었나요?

참고문헌 (61)

  1. Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82. doi:10.2307/1251871 

  2. Chin, H. K. (2014). An empirical investigation of the key drivers of social networking sites (SNS) user's e-WOM behavior in digital signage advertising. Korea Science & Art Forum, 15, 387-400. 

  3. Cho, A. R. (2009). Study on the design of the commercial areas applying experience marketing-Focalizing on the flagship store of a brand-. Unpublished master's thesis, Ewha Womans University, Seoul. 

  4. Choo, M. A. (2015). A study on correlation between media engagement and brand attachment, brand loyalty in an digital environment: Hierarchical mediated regression analysis of brand relations affect. Journal of the Korea Institute of Information and Communication Engineering, 19(12), 3003-3010. doi:10.6109/jkiice.2015.19.12.3003 

  5. Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York, NY: Harper & Row. 

  6. Csikszentmihalyi, M. (l997). Finding flow: The psychology of engagement with everyday life. New York, NY: Basic Books. 

  7. Dennis, C., Brakus, J. J., & Alamanos, E. (2013). The wallpaper matters: Digital signage as customer-experience provider at the Harrods (London, UK) department store. Journal of Marketing Management, 29(3-4), 338-355. doi:10.1080/0267257X.2013.766628 

  8. Dennis, C., Michon, R., Brakus, J. J., Newman, A., & Alamanos, E. (2012). New insights into the impact of digital signage as a retail atmospheric tool. Journal of Consumer Behaviour, 11(6), 454-466. doi:10.1002/cb.1394 

  9. Dennis, C., Newman, A., Michon, R., Brakus, J. J., & Wright, L. T. (2010). The mediating effects of perception and emotion: Digital signage in mall atmospherics. Journal of Retailing and Consumer Services, 17(3), 205-215. doi:10.1016/j.jretconser.2010.03.009 

  10. Dunne, P. M., & Lusch. R. E. (1999). Retailing (3rd ed.). Fort Worth, TX: The Dryden Press. 

  11. Go, A., & Shim, S. W. (2014). A study on the effect measurement model of in-store digital signage: Focused on physical feature of CVS digital signage. The Korean Journal of Advertising, 25(1), 153-178. doi:10.14377/KJA.2014.1.15.153 

  12. Ha, E. (2012). A study on the structure of spatial experience by digital media. Journal of the Korea Intitute of Spatial Design, 7(4), 177-186. 

  13. Han, K. S. (2013). Influence of brand experience by digital signage advertising types on engagement. Advertising Research, 98, 43-84. 

  14. Han, K. S. (2017). The effect of digital signage and smart media convergence on memory and attitude according to the level of engagement and interactivity. Journal of the Korea Convergence Society, 8(6), 1-7. doi:10.15207/JKCS.2017.8.6.001 

  15. Heo, J. E., & Park, S. H. (2014). Study on the interactivities of digital signage users in the perspective of uses and gratification. Design Convergence Study, 13(1), 99-108. 

  16. Jeon, U. N. (2016). An study on the effect of large discount stores' characteristics, products characteristics, and VMD characteristics on women's fashion customers' satisfaction and purchase behavior. Unpublished master's thesis, Kookmin University, Seoul. 

  17. Jeong, M. K. (2016). VMD characteristics based on integrated marketing communication (IMC) strategy: Focused on beauty flagship store. Unpublished master's thesis, Hansung University, Seoul. 

  18. Jeong, M. K., & Han, H. R. (2015). VMD characteristics activation plan based on integrated marketing communication (IMC) strategy-Focused on beauty flagship store-. Korea Society of Basic Design & Art, 16(6), 523-536. 

  19. Jung, S. (2014). The effect of VMD on brand image and behavior intention of dining experience in the department store. Unpublished master's thesis, Yonsei University, Seoul. 

  20. Jung, S. A., & Choi, M. Y. (2011). The effects of the VMD of an SPA store on product evaluation and purchase preferences. Journal of the Korean Society of Fashion Design, 11(2), 75-95. 

  21. Jung, W. S. (2006). A study on the effects of apparel outlet VMD components on brand reliability, customer satisfaction and repurchasing intention. Unpublished master's thesis, Dongguk University, Seoul. 

  22. Kang, Y., & Lee, J. (2013). A study on status and trends of the space marketing in retail shop using digital-installation. Journal of the Korea Intitute of the Spatial Design, 8(2), 19-30. 

  23. Kilger, M., & Romer, E. (2007). Do measures of media engagement correlate with product purchase likelihood? Journal of Advertising Research, 47(3), 313-325. doi:10.2501/S002184990707033X 

  24. Kim, E. Y., & Sung, H. (2016). A study of digital signage effects in shopping context for fashion brands. Korean Journal of Human Ecology, 25(3), 361-374. doi:10.5934/kjhe.2016.25.3.361 

  25. Kim, E. Y., & Sung, H. (2017). Consumer emotional experience and approach/avoidance behavior in the store environment with digital signage -Moderating effect of perceived surprise-. Journal of the Korean Society of Clothing and Textiles, 41(2), 266-280. doi:10.5850/JKSCT.2017.41.2.266 

  26. Kim, H., Lee, G., & Kim, J. (2015). A study on the visual media-centered VMD characteristics applied to fashion brand shops. Journal of Korea Institute of Spatial Design, 10(4), 81-93. 

  27. Kim, H. S., Cho, K. M., & Rhee, S. R. (2015). The structural relationship among experience in sports brand flagship store, flow, brand image and purchase intention. The Korean Journal of Physical Education, 54(4), 313-327. 

  28. Kim, J., & Park, H. (2017). Effects of user interface and media engagement on media attitudes and advertising attitudes. Journal of OOH Advertising Research, 14(2), 26-41. 

  29. Kim, J. Y., Kim, J. W., & Kim, J. B. (2012). The revitalization strategy of digital signage industry. Journal of Information Technology Applications & Management, 19(4), 185-196. 

  30. Kim, K. P. (2016). An exploratory study on dimensions of brand experience through digital signage. Unpublished doctoral dissertation, Kookmin University, Seoul. 

  31. Kim, K. P., & Lee, C. M. (2018). An exploratory study on dimensions of brand experience through digital signage. Journal of OOH Advertising Research, 15(1), 18-45. 

  32. Kim, S. J., & Shim, S. W. (2015). The media effect on user context of digital signage: Focusing on the display AD of convenient store. The Korean Journal of Advertising and Public Relations, 17(2), 104-137. doi:10.16914/kjapr.2015.17.2.104 

  33. Kim, T. J. (2013). An empirical research on the effect of duty free shop's VMD to loyalty with the parameter variables of brand attitude including the controling variable effects. Unpublished doctoral dissertation, Korea Aerospace University, Goyang. 

  34. Kim, Y., & Yoo, J. (2015). A study of VMD function redefined introduced in accordance with the interactive design. Journal of Korea Institute of Spatial Design, 10(3), 57-67. 

  35. Kim, Y. E. (2017, October 18). 패션기업이 아니다? 디지털 혁신 주도하는 버버리 [Is not a fashion enterprise? Burberry, leading digital innovations]. Hankyung Magazine. Retrieved January 26, 2018, from http://magazine.hankyung.com/business/apps/news?popup0&nid01&c11&nkey2017101601142000221&modesub_view 

  36. Kim, Y. H. (2014). A study on the method of digital signage in the fashion store VMD: Focusing on global SPA brands in Korea. Unpublished master's thesis, Hansung University, Seoul. 

  37. Kim, Y. H., Lee, J. H., & Han, H. R. (2013). A study on the method of digital signage in the fashion store VMD - Focusing on global SPA brands in Korea -. Journal of the Korean Institute of Interior Design, 22(6), 220-232. 

  38. Kim, Y. W. (2011). An analysis on augmented reality as marketing tool. Journal of Korean Society of Communication Design, 14(2), 37-46. 

  39. Kwon, A. Y. (2015, May). [매체리포트]디지털 사이니지와 패션업계의 화려한 만남 [[Media Report]Digital signage and brilliant encounters in the fashion]. POPSign. Retrieved February 26, 2018, from http://www.popsign.co.kr/index-_media_view.php?BRD3&NUM647 

  40. Lee, K. M., & Hwang, S. J. (2014). The trends of the digital media convergence experiential marketing in the fashion industry - Centered on domestic and foreign store-type fashion retail shop. Journal of Korean Society of Media & Arts, 12(1), 129-144. doi:10.14728/KCP.2014.12.01.129 

  41. Lee, K. Y. (2012). Effects of cross-media advertising campaign on advertising and brand engagement and purchase intention between television and internet banner ads. Korean Journal of Communication Studies, 20(3), 67-90. 

  42. Lee, K. Y. (2014). Exploratory study on types, characteristics, & effects of digital signage. A Treatise on the Plastic Media, 17(4), 169-176. 

  43. Lee, M., & Lee, J. (2013). A study on space marketing strategy for brand communication - Focused on spaces for customers' benefits -. Journal of the Korea Institute of Spatial Design, 8(2), 9-16. 

  44. Min, S. G., & Kim, S. H. (2014). Study on utilization of digital signage advertisements as an experience marketing technique. Proceedings of the KODDCO 2014 Conference, Korea, 365-366. 

  45. Newman, A., Dennis, C., Wright, L. T., & King, T. (2010). Shoppers' experiences of digital signage-a cross-national qualitative study. International Journal of Digital Content Technology and its Applications, 4(7), 50-57. doi:10.4156/jdcta.vol4.issue7.5 

  46. Oh, S. J. (2011). A study on the interior space plan of fashion store applying the expression characteristic factors of experience marketing. Unpublished master's thesis, Hongik University, Seoul. 

  47. Oh, Y. I. (2018, January 3). 위기가 기회다... 오프라인 매장의 생존전략 [The crisis is an opportunity... Offline store's survival strategy]. White Paper. Retrieved January 30, 2018, from http://www.whitepaper.co.kr/news/articleView.html?idxno93639 

  48. Park, H. (2013). Effects of consumer's psychological tendency and locations on digital signage advertising: A focus on the subway information media. Unpublished master's thesis, Dankook University, Yongin. 

  49. Park, H., & Jun, J. W. (2013). Media and advertising effects of digital signage: A focus on consumers psychological tendency and media locations. Journal of Outdoor Advertising Research, 10(2), 105-134. 

  50. Park, H. H., & Jeon, J. O. (2004). The effect of VMD structural elements on fashion brand attitude. Journal of the Korean Society of Clothing and Textiles, 28(2), 224-234. 

  51. Park, H. H., & Jeon, J. O. (2011). A study on visual merchandising effectiveness: Focused on the differences in effectiveness according to merchandise class. Journal of the Korean Society for Clothing Industry, 13(2), 215-225. doi:10.5805/KSCI.2011.13.2.215 

  52. Ro, K., Hwang, H., & Kim, S. (2014). A research on personalized mobile advertising service using the linkage between digital signage and smartphones. The Journal of IIBC, 14 (1), 139-146. doi:10.7236/JIIBC.2014.14.1.139 

  53. Seong, H. J., Lee, J. M., & Lee, H. H. (2013). The effects of experiential marketing and visual merchandising on purchase intention-Focused on outdoor brand flagship store-. Journal of the Korean Society of Design Culture, 19(3), 353-367. 

  54. Shim, N. H. (2006). Visual merchandising & display (8th ed.). Seoul: Wooyong. 

  55. Shin, I., & Shim, S. W. (2011). The study on interactive outdoor advertising acceptance: Digital signage Stikus Wall case. The Korean Journal of Advertising and Public Relations, 13(4), 390-432. 

  56. Shin, I. G. (2012). 브랜드 경험으로서의 디지털사이니지광고 이해와 활용 [Understand and use of digital signage advertising based on brand experience]. Excellence Marketing for Customer, 46(5), 51-55. 

  57. Song, B. H. (2009). A study on the effect of the foodservice consumer's attitude toward visual merchandising on their attitude toward brands and purchasing intention-Comparative study of family restaurants, fast food stores, and coffee shops using the Fishbein's model of attitudes-. Unpublished doctoral dissertation, Sejong University, Seoul. 

  58. Sorensen, H. (2009). The in-store "Audience". Journal of Advertising Research, 49(2), 176-179. doi:10.2501/S0021849909090242 

  59. Suh, J. H., & Lee, H. N. (2012). A study on type classification and psychological characteristics of media art con tents in Seoul square - Focused on the comparison of pictures and videos -. Journal of Digital Design, 12(3), 169-178. doi:10.17280/jdd.2012.12.3.017 

  60. Taylor, S. A., & Hunter, G. (2014). An exploratory investigation into the antecedents of satisfaction, brand attitude, and loyalty within the (B2B) eCRM industry. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 27, 24-42. 

  61. 오프라인, 똑똑한 디지털 스토어로 변신 [Off-line, Convert into a smarter digital store]. (2016, August). Fashion Channel. Retrieved January 31, 2018, from http://www.fashionchannel.co.kr/main09/news.php?tablepapernews&queryview&uid7372 

저자의 다른 논문 :

LOADING...

관련 콘텐츠

오픈액세스(OA) 유형

FREE

Free Access. 출판사/학술단체 등이 허락한 무료 공개 사이트를 통해 자유로운 이용이 가능한 논문

유발과제정보 저작권 관리 안내
섹션별 컨텐츠 바로가기

AI-Helper ※ AI-Helper는 오픈소스 모델을 사용합니다.

AI-Helper 아이콘
AI-Helper
안녕하세요, AI-Helper입니다. 좌측 "선택된 텍스트"에서 텍스트를 선택하여 요약, 번역, 용어설명을 실행하세요.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.

선택된 텍스트

맨위로