Indian Journal of Science and Technology
Year: 2015, Volume: 8, Issue: 23, Pages: 1-6
Min Jung Kim1 , Jin-Sik Park2* and Hong Kun Chin3
1 Department of Advertising and PR, Dongeui University, South Korea
2 Department of Broadcasting and Visual Arts, Joongbu University, South Korea; [email protected]
3 Department of Journalism and Mass Communication, Kyungnam University, South Korea
This study aimed at investigating that Digital Native generation characteristics played any role in the acceptance of Digital signage as media. Factors of influence on Media Engagement are immediateness and familiarity. Engagement affected by Digital Native Characteristics gave not influence directly but affects to adoption intention of Digital Signage indirectly.
Keywords: Adoption Intention of Digital Signage, Digital Native Characteristics, Digital Signage, Engagement
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