The objectives of this study is to divide the interactive factors which is created by applying the keyword of digitalization to new media, digital signage into user control, responsiveness, two-way communication, personalization and pleasure, and understand interactions between personal characteristics by analyzing user satisfaction according to personal characteristics like innovation and self- control. For this, we set up the study models and hypotheses based on studying previous literature. In order to verify this, we carried out survey for 20s-30s users. Besides this, we also aim to verify the effects and user's reaction based on the quantitative data from large scaled promotion using digital signage through implementing digitalization.
In the result of the study, first, the interactive factors of digital signage are shown to have effect on user satisfaction. The responsiveness, two-way communication, pleasure and personalization among interactive factors have effect on user satisfaction. However, user's control is not shown to have effect on user satisfaction.
This means that users expect the full implementation of digitalization into digital signage while the most of the current signage system is lack of it. From this, we can forecast that such factors like two-way communication and personalization will play core roles. This result also shows that these factors including real-time, two-way, and personalization which are used to be ignored can play such important roles. After expanding the possible service areas in digital signage, the supply of various contents and user's convenience should be improved to increase user's interaction.
And personal innovation partially has effect on interaction and satisfaction. Personal innovation is shown to be meaningful for the effect which user control and two-way communication have on satisfaction. This means that users feel high satisfaction when they can form and control something easy to deal with. The satisfaction also could be higher when users can find solutions for the questions easily with the content changed suitable for user's demand.
This study aims to understand the media characteristics by analyzing the interactive factors about digital signage service.