디지털 옥외광고물 도입을 통한 이용자 커뮤니케이션 효과 : 용산 전자랜드 사례를 중심으로

초록

The purpose of this study was to investigate relationship between residents’ perception after building media facade, building differentiation, pride and word-of-mouth activity. Based on the literature review, a model was developed and then tested using data collected from 178 owners or employees who work in Yongsan Electronic Land. The results shows that the resident’s perception(economic, socio-cultural, tourism-environmental effect) affect building differentiation. Also, the impact of building differentiation on pride was significant, but building differentiation didn’t influence on word-of-mouth activities. And the resident’s pride played the significants word-of-mouth. Based on the results of this study, we discussed the direction of digital outdoor advertising in the future.

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