Study on the Interactivities of Digital Signage Users in the perspective of Uses and Gratification

Digital Signage is making a meteoric rise as an innovative communications media that provides various contents and values of new experience to its users. This study was conducted by organizing and empirically analyzing a theoretical outline through the theory of uses and gratification, interactivities, and preceding research on digital signage, in order to look into the relationships of usage motivation and attitude, interactivities, and future usage intentions of users. The results of a statistical analysis showed that the usage motivations of digital signage in accordance with gender had no significance, but showed that there were differences in usage motivation regarding age groups. As for usage motivations of digital signage, ‘information’ was shown to be most influential, and in the case of the effects of usage motivations on attitude and interactivities, the higher the information, entertainment, and pass time of digital signage usage motivations, the perceived interactivities were higher, and finally, with exception of fashion/status motivations, the rest usage motivations showed significant effects on attitude. Also, the higher the perceived interactivities, attitudes showed to be more positive and morepositive attitudes showed higher future continuous usage intentions. This study has its meaning as a study focusing on users by empirically establishing the value of the theoretical outline of the theory of uses and gratification and interactivities under digital signage environment. This is determined to be helpful in terms of digital signage providing contents or advertisements, and also a more developed study is expected to be possible with specific interaction factors or measuring detailed effects of future digital signage.