디지털 사이니지와 QR코드활용에 관한 연구

초록

This study seeks to find attitude toward the content, attitude toward the advertising, attitude toward the QR code, behavioral intention to QR code, and purchase intention through combining digital signage and mobile (QR code). Results are as follows. First, ‘information seeking’ among motivation for using digital signage had a positive impact on attitude toward the content. Second, all types of motivation except for ‘refreshment’ had a positive impact on attitude toward the advertising. Third, all types of motivation except for ‘refreshment’ had a positive impact on attitude toward QRcode. Fourth, ‘leading trend’ and ‘benefit’ had a positive impact on behavioral intention to QR code as for high-involvement product. all types of motivation had a positive impact on behavioral intention to QR code as for low-involvement product. Fifth, ‘seeking entertainment’ among motivation for using QR code had a positive impact on all types of contents. ‘Benefit from information’had no impact on all types of contents. ‘seeking entertainment’ among motivation for using QR code had a positive impact on attitude toward the advertising as for high and low-involvement proudt. ‘Benefit from information’ had an impact on attitude toward the advertising as for low-involvement product.

키워드