디지털 사이니지 환경에서 어포던스 특성에 따른 시그니파이어 연구

초록

Recently, the developments in digital media have greatly changed the consumption environment. As an example, in off-line stores, we can see the number increase of unmanned payment systems that use digital signage. However, for those who are not familiar with such a system, it can be rather an obstacle. Therefore, in this study, I have investigated the signifier based on affordance characteristics in the digital signage environment as a solution to this problem. First, I examined the concept and current status of digital signage through the theoretical review, and found the problems of unmanned payment system with increasing use recently. In order to solve this problem, I proposed the concept understanding of affordance and signifier. Also, based on Hartson’s affordance theory, I derived four signs as a factor of signifier: sensual sings, cognitive signs, physical signs, and function signs. Based on the derived signs, I constructed a case analysis model. And I conducted the case analysis, selecting the five stores of fast food franchise with the unmanned payment system. As a result, I found the following problems. 1. Auditory elements were not used in most of the stores, so they did not consider the various consumer desires 2. Text-oriented information delivery wastes a lot of time considering the large amount of information 3. Information about function signs was hardly transmitted, so they did not consider the users who were not familiar with the digital environment So, I concluded that it is necessary to unify the purchasing order to some extent since the order differs depending on the franchisor. Therefore, based on these results, the system design should be improved so that the user’s behavior can be more smoothly guided by adding appropriate signifiers.

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