An Influence of the Digital Native Characteristics to Acceptance of Digital Signage Engagement and Media Attitude

Min Jung Kim; Jin Sik Park   and Hong Kun Chin

doi:10.17485/ijst/2015/v8i23/87519

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An Influence of the Digital Native Characteristics to Acceptance of Digital Signage Engagement and Media Attitude

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Indian Journal of Science and Technology

DOI: 10.17485/ijst/2015/v8i23/87519

Year: 2015, Volume: 8, Issue: 23, Pages: 1-6

Original Article

An Influence of the Digital Native Characteristics to Acceptance of Digital Signage Engagement and Media Attitude

Min Jung Kim¹ , Jin-Sik Park^2* and Hong Kun Chin³

¹Department 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 work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

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