[논문]디지털 사이니지의 효과에 관한 연구: 맞춤식 콘텐츠의 중요성

조재영

doi:10.14400/jdc.2019.17.6.211

[국내논문] 디지털 사이니지의 효과에 관한 연구: 맞춤식 콘텐츠의 중요성
A Study of the Effectiveness of Digital Signage: Importance of Customized Content 원문보기

디지털융복합연구 = Journal of digital convergence, v.17 no.6, 2019년, pp.211 - 217

초록
AI-Helper

본 논문에서는 상업적 및 공적 업무를 위해 필수적인 커뮤니케이션 도구로 인식되고 있는 디지털사이니지의 효과에 관한 연구들을 분석하여 소비자의 인게이지먼트를 향상시킬 수 있는 대안을 제안하였다. 분석 결과에 의하면, 디지털사이니지의 감성적 광고가 인지적 광고보다 쇼핑객들의 행동을 긍정적 구매 행동으로 이끌었으며 구매 환경을 이해하는데도 긍정적인 영향을 미치는 것으로 나타났다. 공적 차원에서는 타겟 공중에게 얼마나 적합한 채널과 메시지 인가에 따라 커뮤니티의 문제를 해결하는데 있어서 긍정적인 것으로 나타났다. 그러나, 양 차원에서 해당 디지털사이니지의 콘텐츠에 대한 소비자들의 인게이지먼트는 어느 정도인지 그리고 어떠한 디지털사이니지의 콘텐츠가 소비자의 높은 인게이지먼트를 가져오는지 등을 측정하는 경우는 거의 없었다. 따라서, 디지털사이니지가 소비자의 인게이지먼트를 높이기 위해서는 복합적이면서도 융합적인 콘텐츠를 기반으로 소비자 맞춤식으로 실행되어야 할 것이며 앞으로는 디지털사이니지 기기와 관련된 기술뿐만 아니라 창의적 콘텐츠 개발과 관련된 연구에도 초점을 두어야 할 것이다.

Abstract ▼ AI-Helper

This study suggested the alternatives for improving consumers' engagement with digital signage (DS) by analyzing the researches of the effectiveness of DS in marketing and public areas, which is recognized as an essential communication tool for commercial or public matters. According to the results, affective DS ad content of DS resulted in positive shoppers' buying behaviors and perceiving buying environment; DS was also effective for public affairs, which how proper channel and message for the target public resulted in solving community problems. However, it was rare to measure precisely the level of consumers' engagement with DS content and what DS content aroused higher engagement in both areas. Thus, DS content should be more customized based on multiple converged contents for consumers' engagement and the research efforts of DS should be focused on the development of not only its device technology, but also creative content.

주제어

표/그림 (3)

그림 Fig. 1. The Estimates of the Global Digital Signage market size in 2016 and 2023 (in Billion U.S.Dollars)
표 Table 1. Classification of Digital Signage Market
그림 Fig. 2. An Example of Digital Signage Service System

AI 본문요약
AI-Helper

* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

Most researches of the improvements of DS have focused on mainly hardware technology, but it seems to be lack of researches about achieving consumers’ high engagement with DS. Thus, this study investigated the effectiveness of DS by analyzing the researches in marketing and public areas and suggested the alternatives for the development of the efficiencies and effectiveness of DS in the future.

성능/효과

The results demonstrated that sensory affective ads of DS were more effective than cognitive contents because the sensory cues in DS aroused consumers’ affective experience, more being associated with their attitudes to the ads and advertisers and finally constructing intellectual brand experience[17].
According to the analysis, DS was effective in both commercial and social marketing, but it was rare to measure precisely the level of consumers’ engagement with DS content and what DS content aroused higher engagement.

후속연구

Their types may be young ladies, professional women, sports maniac and so on, and regardless of the types customized content should be directed towards an individual person. Lastly, it is absolutely imperative to measure the results and the data of the results should be used for next promotion. For doing this whole process rightly, it should be considered that personal information is not be infringed[25,26].

참고문헌 (26)

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상세보기
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원문보기 상세보기
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상세보기
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상세보기
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상세보기
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상세보기
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