디지털 사이니지의 사용자 맥락성에 따른 매체효과 연구: 편의점 디스플레이 광고를 중심으로

초록

The Purpose of this study was to research for media effect and advertising effect on digital signage by the user context. To accomplish the purpose of this study, the research was performed by convenience sampling of 200 adults who have watched digital signage. The main results of the study were as follows: first, user context has a significant effect on advertising and media. In particular, it has a positive effect on Entertainment and Informativeness of advertising effect, but it has a negative effect on Irritation. Second, some elements(Entertainment and Informativeness) of advertising effect has mediate effect between user context and media effect. Finally, the media effect on digital signage has a positive effect on advertising effect.

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