• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology


Indian Journal of Science and Technology

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


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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