An empirical analysis of smart signage and its market delimitation

Hang Sub Kim, Bong Gyou Lee

Research output: Contribution to journalArticle

Abstract

This study demonstrates that ease of use, usefulness, and hedonic desires affect the intention to use smart signage, based on market delimitations. Smart signage is at an early phase of adoption and its market can be divided broadly into indoor and outdoor markets. In this study, an empirical study model was established in conjunction with the technology acceptance model (TAM), which was applied to the IT area of a smart signage map and to a hedonic model. Empirical results showed that the key hedonic attributes affecting the intention to use smart signage include information delivery for the indoor environment and emotional and entertainment content for the outdoor environment. In the future, specific guidelines can be presented to boost the usage of smart signage through an empirical study based on the identification of external factors that affect usage intention.

Original languageEnglish
Pages (from-to)2910-2927
Number of pages18
JournalKSII Transactions on Internet and Information Systems
Volume9
Issue number8
DOIs
Publication statusPublished - 2015 Aug 31

All Science Journal Classification (ASJC) codes

  • Information Systems
  • Computer Networks and Communications

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