Min Jung Kim ¹, Jin-Sik Park ², Hong Kun Chin ³

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

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

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