earticle

영어

Currently, smart signage as a new kind of advertisement media has been widely used and has had a significant effect on consumers. In this study, we examine the impact on the attitude towards smart signage advertisement based on the Ducoffe’s Web advertisement model. In particular, we investigate how the advertising factors (interaction, informativeness, irritation, and entertainment) as well as the contextual factors (localization, immediacy, and personalization) have effects on the value and attitude towards smart signage advertisement. Furthermore, we examine the moderating effect of individual defensive propensity on the relationship between affecting factors and the advertising value. By analyzing 192 samples from undergraduates, we found that four out of seven factors have significant effects on the value towards smart signage. More specifically, for advertising factors, informativeness and irritation have positive effects on the advertising value. For contextual factors, on the other hand, localization and entertainment have positive effects on the value towards smart signage. Besides, we discovered that the defensive propensity moderate the relationship between localization and the advertising value.