디지털 사이니지 매체태도가 설치 기대효과와 장소성 형성에 미치는 영향 연구: 안전, 빛공해 문제의 조절효과

초록

The purpose of this study was to conduct a survey of audiences for large-scale digital signage, takinginto account the trend of digital signage, which is gradually increasing in size, and to find out its effect. To this end, the media attitude of digital signage and the influence of the media attitude on the economic,sociol-cultural, and tourism environmental installation expectations were investigated. Next, as digital signagegradually expands to various spaces and is expressed as art in public spaces in addition to the commercialaspect, it is recognized that the perception of the audience may change. The impact of empathy experience,differential diversity and artistic aesthetics on digital signage was also examined. In addition, we tried toexamine whether light pollution and driving and walking safety issues have a moderating effect on theeffect of media attitudes on the expected effect of installation and formation of place. In the study results,it was confirmed that the media attitude had a significant influence on all the factors of the expected effectof installation and the formation of place. As a moderating effect, it was found that most of the light pollutionperception had no moderating effect in the effect on the expected installation effect and the formation ofplace. On the other hand, the safety problem was found to have a moderating effect on the expectedeffect of installation and formation of place. In other words, when installing and operating large-sized digitalsignage in the future, compliance with light pollution standards and minimizing factors that affect drivingand pedestrians will increase positive awareness of the medium and help to form various perceptions.

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