Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
권호 표지
DOI QR코드

DOI QR Code

Digital Signage User Satisfaction Model: The Dual Effect of Technological Complexity

  • Lee, Mi-ah (Research Institute of Human Ecology, Seoul National University) ;
  • Lee, Sooyeon (Clothing and Textiles, Yonsei University) ;
  • Ko, Eunju (Clothing and Textiles, Yonsei University)
  • Received : 2021.02.16
  • Accepted : 2021.04.29
  • Published : 2021.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

This paper seeks to suggest user satisfaction model of digital signage to see how new in-store technology can effectively lead to customers' shopping satisfaction in fashion retails. Authors in particular focus on technological complexity, which is expected to serve a subtle role in using digital signage. This study employed a scenario-based online survey. Interactive digital signage with virtual try-on and video-captures functions was used as stimuli. Data were collected from 320 respondents and 307 useable responses were analyzed to examine a proposed model. Research model compares dual paths of motivators: the extrinsic motivation route that leads from usefulness to shopping outcome satisfaction and intrinsic motivation route that leads from enjoyment to shopping process satisfaction. Technological complexity of digital signage indirectly and negatively influences shopping outcome and process satisfaction, mediated by usefulness and enjoyment, but directly and positively affects shopping process satisfaction. In omni-channel environments, the findings have implications for fashion retail managers in using digital signage to maximize customer satisfaction and to counterbalance the advantages and disadvantages of technological complexity.

Keywords

Acknowledgement

This research was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2018R1D1A1B07050235).

References

  1. Adapa, Sujana, Syed Muhammad Fazal-e-Hasan, Sathyaprakash Balaji Makam, Muhammad Masood Azeem, and Gary Mortimer (2020), "Examining the Antecedents and Consequences of Perceived Shopping Value through Smart Retail Technology," Journal of Retailing and Consumer Services, 52, 101901. https://doi.org/10.1016/j.jretconser.2019.101901
  2. Ahn, Tony, Seewon Ryu, and Ingoo Han (2007), "The Impact of Web Quality and Playfulness on User Acceptance of Online Retailing," Information & Management, 44(3), 263-275. https://doi.org/10.1016/j.im.2006.12.008
  3. Arts, Joep WC, Ruud T. Frambach, and Tammo HA Bijmolt (2011), "Generalizations on Consumer Innovation Adoption: A metaanalysis on Drivers of Intention and Behavior," International Journal of Research in Marketing, 28(2), 134-144. https://doi.org/10.1016/j.ijresmar.2010.11.002
  4. Babin, Barry J., William R. Darden, and Mitch Griffin (1994), "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376
  5. Bauer, Christine, Paul Dohmen, and Christine Strauss (2011, September), "Interactive Digital Signage-An Innovative Service and Its Future Strategies," Proceedings of 2011 International Conference on Emerging Intelligent Data and Web Technologies (EIDWT '11), Tirana, Albania, September 7-9, 2011, IEEE Computer Society Press, Washington, D.C., pp. 137-142.
  6. Berlyne, Daniel E. (1974), Studies in the New Experimental Aesthetics: Steps toward an Objective Psychology of Aesthetic Appreciation. Washington, DC. : Hemisphere Publishing Corporation.
  7. Burke, Raymond R. (2002), "Technology and the Customer Interface: What Consumers Want in the Physical and Virtual Store," Journal of the Academy of Marketing Science, 30(4), 411-432. https://doi.org/10.1177/009207002236914
  8. Calantone, Roger J., Kwong Chan, and Anna S. Cui (2006), "Decomposing Product Innovativeness and Its Effects on New Product Success," Journal of Product Innovation Management, 23(5), 408-421. https://doi.org/10.1111/j.1540-5885.2006.00213.x
  9. Damanpour, Fariborz and Marguerite Schneider (2008), "Characteristics of Innovation and Innovation Adoption in Public Organizations: Assessing the Role of Managers," Journal of Public Administration Research and Theory, 19(3), 495-522. https://doi.org/10.1093/jopart/mun021
  10. Davis, Fred D. (1989), "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly, 319-340.
  11. Davis, Fred D., Richard P. Bagozzi, and Paul R. Warshaw (1992), "Extrinsic and Intrinsic Motivation to Use Computers in the Workplace," Journal of Applied Social Psychology, 22(14), 1111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
  12. Deci, Edward L. and Richard M. Ryan (1985), Intrinsic Motivation and Self-Determination in Human Behavior, New York, NY : Plenum.
  13. Dellaert, Benedict G. C. and Stefan Stremersch (2005), "Marketing Mass-Customized Products : Striking a Balance Between Utility and Complexity," Journal of Marketing Research, 42(2), 219-227. https://doi.org/10.1509/jmkr.42.2.219.62293
  14. Dennis, Charles, Richard Michon, J. JoSko Brakus, Andrew Newman, and Eleftherios Alamanos (2012), "New Insights into the Impact of Digital Signage as a Retail Atmospheric Tool," Journal of Consumer Behaviour, 11(6), 454-466. https://doi.org/10.1002/cb.1394
  15. Fiore, Ann Marie, Jihyun Kim, and Hyun-Hwa Lee (2005), "Effect of Image Interactivity Technology on Consumer Responses toward the Online Retailer," Journal of Interactive Marketing, 19(3), 38-53. https://doi.org/10.1002/dir.20042
  16. Garaus, Marion and Udo Wagner (2019), "Let Me Entertain You - Increasing Overall Store Satisfaction through Digital Signage in Retail Waiting Areas," Journal of Retailing and Consumer Services, 47, 331-338. https://doi.org/10.1016/j.jretconser.2018.12.008
  17. Garcia, Rosanna and Roger Calantone (2002), "A Critical Look at Technological Innovation Typology and Innovativeness Terminology: A Literature Review," Journal of Product Innovation Management, 19(2), 110-132. https://doi.org/10.1111/1540-5885.1920110
  18. Gopalakrishnan, Shanthi and Fariborz Damanpour (1994), "Patterns of Generation and Adoption of Innovation in Organizations: Contingency Models of Innovation Attributes," Journal of Engineering and Technology Management, 11(2), 95-116. https://doi.org/10.1016/0923-4748(94)90001-9
  19. Ha, Sejin and Leslie Stoel (2009), "Consumer E-Shopping Acceptance: Antecedents in a Technology Acceptance Model," Journal of Business Research, 62(5), 565-571. https://doi.org/10.1016/j.jbusres.2008.06.016
  20. Hackbarth, Gary, Varun Grover, and Y. Yi Mun (2003), "Computer Playfulness and Anxiety: Positive and Negative Mediators of the System Experience Effect on Perceived Ease of Use," Information & Management, 40(3), 221-232. https://doi.org/10.1016/S0378-7206(02)00006-X
  21. Hagberg, Johan, Malin Sundstrom, and Niklas Egels-Zanden (2016), "The Digitalization of Retailing: An Exploratory Framework," International Journal of Retail & Distribution Management, 44(7), 694-712. https://doi.org/10.1108/IJRDM-09-2015-0140
  22. Hair Jr, Joseph F., William Cormack Black, Barry Babin, Rolph Anderson, and Ronald L. Tatham (2006), Multivariate Data Analysis (6th ed.), Upper Saddle River, NJ : Pearson Prentice Hall.
  23. Han, Sang-Lin and Hyo-Ju Park (2016), "Effects of Technology Readiness on User Perceptions and Use intention of Mobile Social Commerce," Asia Marketing Journal, 18(2), 25-44. https://doi.org/10.15830/amj.2016.18.2.25
  24. Hoeffler, Steve (2003), "Measuring Preferences for Really New Products," Journal of Marketing Research, 40(4), 406-420. https://doi.org/10.1509/jmkr.40.4.406.19394
  25. Jager, Anna-Katharina and Anja Weber (2020), "Increasing Sustainable Consumption: Message Framing and In-Store Technology," International Journal of Retail & Distribution Management, 48(8), 803-824. https://doi.org/10.1108/IJRDM-02-2019-0044
  26. Jeon, Eunmi, Youngjee Han, and Hyunjin Woo (2020), "The Effect of Product Experience Through Virtual Reality on Product Evaluation," Asia Marketing Journal, 21(4), 45-57. https://doi.org/10.15830/amj.2020.21.4.45
  27. Jiang, Zhenhui and Izak Benbasat (2004-2005), "Virtual Product Experience: Effects of Visual and Functional Control of Products on Perceived Diagnosticity and Flow in Electronic Shopping," Journal of Management Information Systems, 21(3), 111-147. https://doi.org/10.1080/07421222.2004.11045817
  28. Kim, Eun Young and Heewon Sung (2017), "Consumer Emotional Experience and Approach/Avoidance Behavior in the Store Environment with Digital Signage-Moderating Effect of Perceived Surprise," Journal of the Korean Society of Clothing and Textiles, 41(2), 266-280. https://doi.org/10.5850/JKSCT.2017.41.2.266
  29. Kim, Eun Young and Kiseol Yang (2018), "Self-service Technologies (SSTs) Streamlining Consumer Experience in the Fashion Retail Stores: The Role of Perceived Interactivity," Journal of Global Fashion Marketing, 9(4), 287-304. https://doi.org/10.1080/20932685.2018.1503558
  30. Kim, Hye-Young, Ji Young Lee, Jung Mee Mun, and Kim K. P. Johnson (2017), "Consumer Adoption of Smart In-Store Technology: Assessing The Predictive Value of Attitude Versus Beliefs in The Technology Acceptance Model," International Journal of Fashion Design, Technology and Education, 10(1), 26-36. https://doi.org/10.1080/17543266.2016.1177737
  31. Kim, Jiyeon and Sandra Forsythe (2007), "Hedonic Usage of Product Virtualization Technologies in Online Apparel Shopping," International Journal of Retail & Distribution Management, 35(6), 502-514. https://doi.org/10.1108/09590550710750368
  32. Kim, Jiyeon and Sandra Forsythe (2008), "Adoption of Virtual Try on Technology for Online Apparel Shopping," Journal of Interactive Marketing, 22(2), 45-59. https://doi.org/10.1002/dir.20113
  33. Kim, Minhee and Hee-Kyung Ahn (2020), "Happiness from What We Have and What We Experience: Attribute Non-alignability Increases Anticipated Satisfaction from Experiential Purchases," Asia Marketing Journal, 22(1), 61-79. https://doi.org/10.15830/amj.2020.22.1.61
  34. Kim, Yun-Hee and Youn-Kyung Kim (2017), "A Technology-Fashion Collaborative Product: Its Impact on Consumer Attitudes and Purchase Intention," Journal of Global Fashion Marketing, 8(4), 283-297. https://doi.org/10.1080/20932685.2017.1348240
  35. Ko, Eunju, Heewon Sung, and Hyelim Yun (2009), "Comparative Analysis of Purchase Intentions Toward Smart Clothing between Korean and US Consumers," Clothing and Textiles Research Journal, 27(4), 259-273. https://doi.org/10.1177/0887302X08327086
  36. Kunz, Werner, Bernd Schmitt, and Anton Meyer (2011), "How Does Perceived Firm Innovativeness Affect the Consumer?" Journal of Business Research, 64(8), 816-822. https://doi.org/10.1016/j.jbusres.2010.10.005
  37. Lee, Heejun and Chang-Hoan Cho (2019), "An Empirical Investigation on the Antecedents of Consumers' Cognitions of and Attitudes towards Digital Signage Advertising," International Journal of Advertising, 38(1), 97-115. https://doi.org/10.1080/02650487.2017.1401509
  38. Lee, Seunghyun, Sejin Ha, and Richard Widdows (2011), "Consumer Responses to High-Technology Products: Product Attributes, Cognition, and Emotions," Journal of Business Research, 64(11), 1195-1200. https://doi.org/10.1016/j.jbusres.2011.06.022
  39. Li, Hairong, Terry Daugherty, and Frank Biocca (2002), "Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence," Journal of Advertising, 31(3), 43-57. https://doi.org/10.1080/00913367.2002.10673675
  40. Loiacono, Eleanor T., Richard T. Watson, and Dale L. Goodhue (2002), "Webqual: A Measure of Website Quality," Marketing Theory and Applications, 13(3), 432-438.
  41. Lynch Jr, John G. and Gal Zauberman (2006), "When Do You Want It? Time, Decisions, and Public Policy," Journal of Public Policy & Marketing, 25(1), 67-78. https://doi.org/10.1509/jppm.25.1.67
  42. Malone, Thomas W. (1981), "Toward A Theory of Intrinsically Motivating Instruction," Cognitive Science, 5(4), 333-369. https://doi.org/10.1016/S0364-0213(81)80017-1
  43. Moon, Ji-Won and Young-Gul Kim (2001), "Extending the TAM for a World-Wide-Web Context," Information & Management, 38(4), 217-230. https://doi.org/10.1016/S0378-7206(00)00061-6
  44. Muller, Jorg, Dennis Wilmsmann, Juliane Exeler, Markus Buzeck, Albrecht Schmidt, Tim Jay, and Antonio Kruger (2009, May), "Display Blindness: The Effect of Expectations on Attention towards Digital Signage," Proceedings of 2009 International Conference on Pervasive Computing, in Nara, Japan, May 11-14, 2009, Springer, Berlin, Heidelberg, 1-8.
  45. Newman, Andrew, Charles Dennis, and Shahid Zaman (2006), "Marketing Images and Consumers' Experiences in Selling Environments," Marketing Management Journal, 16(2), 515-599.
  46. Pantano, Eleonora and Rocco Servidio (2012), "Modeling Innovative Points of Sales through Virtual and Immersive Technologies," Journal of Retailing and Consumer Services, 19(3), 279-286. https://doi.org/10.1016/j.jretconser.2012.02.002
  47. Pantano, Eleonora and Virginia Vannucci (2019), "Who Is Innovating? An Exploratory Research of Digital Technologies Diffusion in Retail Industry," Journal of Retailing and Consumer Services, 49, 297-304. https://doi.org/10.1016/j.jretconser.2019.01.019
  48. Reutskaja, Elena and Robin M. Hogarth (2009), "Satisfaction in Choice as a Function of the Number of Alternatives: When "Goods Satiate"," Psychology & Marketing, 26 (3), 197-203. https://doi.org/10.1002/mar.20268
  49. Rogers, Everett M. (1995), Diffusion of Innovation (4th ed.). Free Press, New York, NY.
  50. Roux, Therese, Sfiso Mahlangu, and Thembeka Manetje (2020), "Digital Signage as an Opportunity to Enhance the Mall Environment: A Moderated Mediation Model," International Journal of Retail & Distribution Management, 48, 1099-1119. https://doi.org/10.1108/ijrdm-10-2018-0220
  51. Roy, Sanjit Kumar, M.S. Balaji, Ali Quazi, and Mohammed Quaddus (2018), "Predictors of Customer Acceptance of and Resistance to Smart Technologies in the Retail Sector," Journal of Retailing and Consumer Services, 42, 147-160. https://doi.org/10.1016/j.jretconser.2018.02.005
  52. Ryan, Richard M. and Edward L. Deci (2000), "Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions," Contemporary Educational Psychology, 25(1), 54-67. https://doi.org/10.1006/ceps.1999.1020
  53. Santini, Fernando de Oliveira, Wagner Junior Ladeira, and Claudio Hoffmann Sampaio (2018), "The Role of Satisfaction in Fashion Marketing: a Meta-Analysis," Journal of Global Fashion Marketing, 9(4), 305-321. https://doi.org/10.1080/20932685.2018.1503556
  54. Taylor, Shirley and Peter A. Todd (1995), "Decomposition and Crossover Effects in the Theory of Planned Behavior: A Study of Consumer Adoption Intentions," International Journal of Research in Marketing, 12(2), 137-155. https://doi.org/10.1016/0167-8116(94)00019-K
  55. Thompson, Debora V., Rebecca W. Hamilton, and Roland T. Rust (2005), "Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing," Journal of Marketing Research, 42(4), 431-442. https://doi.org/10.1509/jmkr.2005.42.4.431
  56. Tornatzky, Louis G. and Katherine J. Klein (1982), "Innovation Characteristics and Innovation Adoption-Implementation: A Meta-Analysis of Findings," IEEE Transactions on Engineering Management, 29(1), 28-45. https://doi.org/10.1109/tem.1982.6447463
  57. Trope, Yaacov and Nira Liberman (2003), "Temporal construal," Psychological Review, 110(3), 401-421.
  58. Venkatesh, Viswanath (2000), "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, 11(4), 342-365. https://doi.org/10.1287/isre.11.4.342.11872
  59. Venkatraman, Meera P. (1991), "The Impact of Innovativeness and Innovation Type on Adoption," Journal of Retailing, 67(1), 51-67.
  60. Wang, Yi-Shun, Tzung-I. Tang, and Jeung-tai Eddie Tang (2001), "An Instrument for Measuring Customer Satisfaction toward Web Sites That Market Digital Products and Services," Journal of Electronics Commerce Research, 2(3), 89-102.
  61. Watchravesringkan, Kittichai, Nancy Nelson Hodges, and Yun Hee Kim (2010), "Exploring Consumers' Adoption of Highly Technological Fashion Products: The Role of Extrinsic and Intrinsic Motivational Factors," Journal of Fashion Marketing and Management, 14(2), 263-281. https://doi.org/10.1108/13612021011046101
  62. Weigel, Fred K., Benjamin T. Hazen, Casey G. Cegielski, and Dianne J. Hall (2014), "Diffusion of Innovations and the Theory of Planned Behavior in Information Systems Research: A Meta Analysis," CAIS, 34 (31), 619-636.
  63. Willems, Kim, Malaika Brengman, and Stephanie van de Sanden (2017), "In-store Proximity Marketing: Experimenting with Digital Point-of-Sales Communication," International Journal of Retail & Distribution Management, 45(7/8), 910-927. https://doi.org/10.1108/IJRDM-10-2016-0177
  64. Wood, Stacy L. and C. Page Moreau (2006), "From Fear to Loathing? How Emotion Influences the Evaluation and Early Use of Innovations," Journal of Marketing, 70 (3), 44-57. https://doi.org/10.1509/jmkg.70.3.044
  65. Zhang, Shi and Gavan J. Fitzsimons (1999), "Choice-Process Satisfaction: The Influence of Attribute Alignability and Option Limitation," Organizational Behavior and Human Decision Processes, 77(3), 192-214. https://doi.org/10.1006/obhd.1999.2821
  66. Zhang, Yan-Jie, Youseok Lee, and Sang-Hoon Kim (2017), "Effect of Motivation Type and Reward Uncertainty on Consumers' Marketing Promotion Participation," Asia Marketing Journal, 19(3), 45-74.