국내 In-store 디지털 사이니지 효과측정 모델 개발에 대한 연구: 편의점 디지털 사이니지의 물리적 특성을 중심으로

초록

In recent out of home advertising market, digital signage is growing actively, mainly in public and commercial space. In this situation where a large growth of digital signage is expected, In-store digital signage that can target specific audience and provide advertising at the point of purchase is increasing more and more. However, in academic field, there are sill a lack of research on digital signage. And so far, the effect measurement model on digital signage that takes into account the status of the current domestic digital signage market is absent. Therefore, the purpose of this study is to explore the factors that can influence the effectiveness of digital signage, to develop effect measurement model, and to digitize the effect of digital signage medium via actual measurement. To achieve these, researcher extracted the variables that can be used to examine the digital signage effectiveness through literature review, selected the optimal variables for digital signage through experts FGI, and conducted survey of experts to determine the weight and variables required to the measure the effectiveness. Subsequently, after deriving the effect measurement model of In-store digital signage, researcher measured each variables and calculated the effect of the score of digital signage medium managed by Korean convenience store.

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