earticle

영어

This study empirically analyzed the effect of advertising appeal types (information appeal vs. image appeal) and interactivity level (low vs. medium vs. high) of digital signage on consumers’ advertising attitude and sharing intention. As a result of the study, first First, it was found that medium interactivity digital signage had a more positive impact on advertisement attitude and sharing intention than high- or low-interactivity signage. Additionally, rational/informative advertising was found to have a more positive impact on advertisement attitude and sharing intention than emotional/image advertising when the interactivity level was medium. Second, when the interactivity level of digital signage was high, it was found that emotional advertising had a positive impact on attitude, but both rational and emotional advertising had a negative impact on sharing intention. Third, , rational advertising was found to have a positive impact on attitude and sharing intention when the interactivity level of digital signage was low. Given the increasing convergence of digital media, particularly with respect to advertising signage, the results of this study provide important strategic direction for the construction of effective advertising with regard to appeal type and interactivity level.