편의점 디스플레이를 통한 콘텐츠 및 광고태도에 관한 연구 : 매체태도를 중심으로

초록

There are few research about digital signage even though a rate to use digital signage in outdoor advertising area is rising. In this research, how the attitude toward convenient store media had an impact on an attitude toward the advertising, attitude toward the contents, purchase intention and visit intention. First, the attitude toward the contents had in influence on the attitude toward media. In addition, it affected an attitude toward the advertising, purchase intention, and visit intention. Finally, creativity toward the media had an impact marginally.

키워드