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An Influence of the Digital Native Characteristics to Acceptance of Digital Signage Engagement and Media Attitude
This study aimed at investigating that Digital Native generation characteristics played any role in the acceptance of Digital signage as media. Factors of influence on Media Engagement are immediateness and familiarity. Engagement affected by Digital Native Characteristics gave not influence directly but affects to adoption intention of Digital Signage indirectly.
Keywords
Adoption Intention of Digital Signage, Digital Native Characteristics, Digital Signage, Engagement.
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