Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Digital Signage Attributes and Content Type on Flow in Apparel Stores

의류매장의 디지털 사이니지 속성과 콘텐츠 유형이 몰입에 미치는 영향

  • Ji, Kyoungha (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Kim, Hanna (Dept. of Clothing & Textiles, Chungnam National University)
  • Received : 2018.06.08
  • Accepted : 2018.07.23
  • Published : 2018.10.31
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Abstract

This study analyzes and categorize the types of digital signage content using the case study method as well as explores the moderating effects of digital signage content in the relationship between digital signage attributes and consumer's flow using the empirical study method. For a case study, the total of 38 fashion brands, including 10 designer brands, 14 sports and outdoor brands, 6 casual brands and 8 SPA brands were investigated. For an empirical study, the virtual store with two types of digital signage contents was developed. Then, the online survey was conducted with 20s to 40s respondents and a total of 544 responses were analyzed using SPSS 24.0. The study results were as follows. First, digital signage in fashion store were categorized into four types by its content; brand-centric type, product-centric type, compound type, and promotional type. Second, digital signage consists of three attributes such as attractiveness, informativity, and entertainment. Third, the results showed that attractiveness and entertainment had a significant effect on consumer's flow. The type of digital signage content was also shown to moderate the influence of attractiveness and consumer's flow.

Keywords

References

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