Indian Journal of Science and Technology

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An Influence of the Digital Native Characteristics to Acceptance of Digital Signage Engagement and Media Attitude


Affiliations
1 Department of Advertising and PR, Dongeui University, Korea, Republic of
2 Department of Broadcasting and Visual Arts, Joongbu University, Korea, Republic of
3 Department of Journalism and Mass Communication, Kyungnam University, Korea, Republic of
 

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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  • An Influence of the Digital Native Characteristics to Acceptance of Digital Signage Engagement and Media Attitude

Abstract Views: 159  |  PDF Views: 0

Authors

Min Jung Kim
Department of Advertising and PR, Dongeui University, Korea, Republic of
Jin-Sik Park
Department of Broadcasting and Visual Arts, Joongbu University, Korea, Republic of
Hong Kun Chin
Department of Journalism and Mass Communication, Kyungnam University, Korea, Republic of

Abstract


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



DOI: https://doi.org/10.17485/ijst%2F2015%2Fv8i23%2F136800