디지털 사이니지의 NFC를 통한모바일 광고 수용의도 연구 : 상호작용성, 광고가치, 혁신성과의관계를 중심으로

초록

This study seeks to find attitude toward acceptance of advertising through integration of digital signage, NFC and mobile based on TAM model. Specifically, how interactivity, Advertising Value and innovativeness through NFC Advertising effect TAM and advertising acceptance intention. Results are as follows. First, perceived usefulness and perceived ease of use on NFC advertising had a positive impact on attitude toward the acceptance of advertising. Second, control and participation of interactivity's factor had a positive impact on perceived usefulness and perceived ease of use. Third, only information of advertising value's factor had a positive impact on perceived usefulness and perceived ease of use. Fourth, innovation had a positive impact on perceived usefulness, perceived ease of use and attitude toward acceptance of advertising. Fifth, innovation resistance had a negative impact on perceived usefulness, perceived ease of use and attitude toward acceptance of advertising. Lastly, it was found that the NFC advertising research can be applied TAM model academically.

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