The Study of Cloud-Based Digital Signage on Advertising Effectiveness：The Case of S Market in Taipei Commerical District

• Main Authors: Tsai, Chia-Yu, 蔡佳育
• Other Authors: Lee, Ching-Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/zxakcj

碩士 === 國立臺北商業技術學院 === 商學研究所 === 102 === The early outdoor advertising based on the static information. The businesses will want to provide the information which presented by printing or painting to their consumers. In order to enhance the consumer's attention of the information, businesses began to use the dynamic signage to replace the current static billboards. In recent years, the rapid development of information technology, the birth of the emerging media change the way of the advertising communication. Digital Signage which can focus on people at specific sites, and provide instant relevant information. Digital Signage apply this feature on advertising.You can develop not only dynamic and interactive advertisement, but also further expand the scope of the advertising market. This study was used to develop the website programming and test the platform of the Cloud Digital Application on the Advertising Effectiveness in signages, which was the process of controlling the context of the advertisement from a distance position.By choosing three entrances that set up digital signage at the S Market in Taipei commercial area, and focusing on the customers’ shopping behavior. The purpose of this study is to examine the results of the acceptance and the shopping information of the customers by introducing cloud-based digital signage advertising into the traditional market. This study takes a situational factors to examine the physical environment of traditional market and its contribution to advertising effectiveness, and to explain the moderating effects of demographic variables on the relationships between digital signage of physical environment and advertising effectiveness.