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디지털 사이니지 광고 특성이 브랜드 인지도와 소비자 태도에 미치는 영향

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Alternative Title
The Effects of Digital Signage Advertising Characteristics On Brand Awareness and Consumer Attitude: The Moderating Effects of Advertising Appeals
Abstract
Digital signage is installed facilities provided in the digital technology
OOH(out of home) space in order to most effectively convey information to
the signage made of digital techniques.
Digital signage refers to a digital display can be controlled remotely over
the network in public places and commercial space refers to digital media, to
provide information, entertainment, promotions and advertising.
This paper is a study of the impact on brand awareness and consumer
attitudes of the digital signage advertising, and the moderating effects of
advertising appeals(rational appeals and emotional appeals).
Through this study, it would be helped that the current situation of digital
signage advertising is comprehended, Moreover, it is possible to present the
future strategy of digital signage advertising and the marketing implications
To achieve the purpose of the study, the surveys were conducted target
200 consumers living in Jeju . 187 responses were collected, 15 responses
were deleted lacking proper information fill in. A descriptive statistical
analysis was applied to the remaining 172 responses. All hypotheses were
tested using AMOS and SPSS 18.0
Research model of this study was proved to be acceptable through path
analysis and significant findings from the study are as follows;
First, digital signage advertising characteristics was found to positively
affect brand recognition.
Second, digital signage advertising characteristics was not found to
positively affect brand recall.
Third, digital signage advertising characteristics will be a positive(+) effect
to consumer attitudes. Test results, advertising attitudes had a positive
impact. But brand attitudes had not positive impact.
Fourth, brand recognition was not found to positively affect brand recall.
Fifth, brand awareness will be a positive(+) effect to advertising attitudes.
Test results, brand recognition had a positive impact. But brand recall had
not positive impact.
Sixth, brand awareness will be a positive(+) effect to brand attitudes. Test
results, brand recognition and brand recall had a positive impact.
Seventh, advertising attitudes will be a positive(+) effect to brand attitudes.
Test results, advertising attitudes had a positive impact.
Eighth, digital signage advertising characteristics and brand awareness will
be acts as moderating effects of rational appeals and emotional appeals. Test
results, there was a partial moderating effect.
The study provides implications as followings;
First, recently, consumers have a higher awareness of the digital signage.
advertising. So advertising through digital signage media is generally
corporate advertising also means that a relatively large effect.
Second, digital signage advertising is a new advertising media. Although
effective, the attention of the consumer, as an effective advertising media has
not yet been demonstrated. Therefore, additional studies are required.
Third, there is an effective promotional products and marketing strategies
to increase brand awareness. Therefor, media strategy using a variety digital
signage is required.
Fourth, advertising message of digital signage is effective to rational
appeals. Awareness of consumers for digital signage are reported as
informational type advertising media.
This study, however, has limitations to its being generalized for all
products or all situations and demographic variables.
Author(s)
채규만
Issued Date
2016
Awarded Date
2016. 8
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000007775
Alternative Author(s)
Chae, Gyou-man
Department
경영대학원 경영학과
Advisor
황용철
Table Of Contents
ABSTRACT ⅵ
Ⅰ. 서 론 1
1. 문제제기 및 연구 배경 1
2. 연구 목적 및 방법 5
3. 논문의 구성 6
Ⅱ. 이론적 배경 7
1. 디지털 사이니지 7
1) 디지털 사이니지의 정의와 종류 7
2) 디지털 사이니지 광고의 특징 11
3) 디지털 사이니지 산업의 현황 15
2. 브랜드 인지도 17
1) 소비자 정보처리과정 17
2) 브랜드 인지도 20
3) 브랜드 인지도 선행연구 30
3. 소비자 태도 32
1) 소비자 태도의 의의 32
2) 광고태도 34
3) 브랜드 태도 37
4. 광고 소구유형 41
1) 광고 소구의 의의 41
2) 이성적 소구와 감성적 소구 42
3) 광고 소구 유형 선행연구 47
Ⅲ. 연구 설계 및 방법 48
1. 연구모형 48
2. 연구가설 50
1) 디지털 사이니지 광고 특성과 브랜드 인지도 50
2) 디지털 사이니지 광고 특성과 소비자 태도 52
3) 브랜드 재인과 브랜드 회상 54
4) 브랜드 인지도와 광고태도 54
5) 브랜드 인지도와 브랜드 태도 55
6) 광고태도와 브랜드 태도 56
7) 이성적 소구와 감성적 소구의 조절효과 56
3. 변수의 조작적 정의 및 측정 58
1) 디지털 사이니지 광고 특성 59
2) 브랜드 인지도 59
3) 광고태도 60
4) 브랜드 태도 60
5) 이성적 소구와 감성적 소구 61
4. 조사 설계 62
1) 조사 방법 62
2) 분석 방법 62
3) 설문의 구성 63
Ⅳ. 실증분석 64
1. 표본의 일반적 특성 64
2. 신뢰도와 타당성 분석 67
1) 측정요인별 신뢰도와 타당성 검증 67
3. 가설 검증 70
1) 모형의 적합도 분석 70
2) 디지털 사이니지 광고 특성과 브랜드 인지도 72
3) 디지털 사이니지 광고 특성과 소비자 태도 72
4) 브랜드 재인과 브랜드 회상 72
5) 브랜드 인지도와 광고태도 73
6) 브랜드 인지도와 브랜드 태도 73
7) 광고태도와 브랜드 태도 74
8) 이성적 소구와 감성적 소구의 조절효과 75
결 론 83
1. 연구결과의 요약 83
2. 연구의 시사점 84
1) 이론적 시사점 85
2) 실무적 시사점 87
3. 연구의 한계 및 향후 연구 88
* 참고 문헌 89
* 설문지 105
Degree
Master
Publisher
제주대학교 경영대학원
Citation
채규만. (2016). 디지털 사이니지 광고 특성이 브랜드 인지도와 소비자 태도에 미치는 영향
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