Usage intention toward IoT-based digital signage system in an online to offline (O2O) and omni-channel retailing environment

• Main Authors: Lin, Chia-Yu, 林家瑜
• Other Authors: Tu, Meng-Ru
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/74kf6c

碩士 === 國立臺灣海洋大學 === 運輸科學系 === 104 === With the rapid advancement of internet of things (IoT) and mobile media technology, smart device has been popularized in recent year. The popularity of smart device drives the rapid development Mobile Commerce (M-Commerce). Consumers’ attachment of mobile devices has changed their habits and behavior. In the online-to-offline (O2O) and omni-channel retailing environment, consumers can switch among different channels with little effort. In response to the change of consumer shopping behavior toward M-Commerce, enterprises strive to develop novel interactive IoT systems to engage consumers. IoT-based interactive digital signage usually has rich multimedia effects, making it a good marketing tool for many retail firms; they can use the digital signage to interact with customer’s mobile devices and sell products to them. However, very few research works concerning the consumers’ willingness to use the interactive digital signage can be found, making it difficult for industry to evaluate the benefits of developing and deploying digital signage system. This research would like to explore the possible factors affecting consumers’ willingness to adopt the interactive digital signage system in the online-to-offline and omni-channel retailing environment. This study is an exploratory research that tries to construct a theoretical framework which allows academic and industry researchers to evaluate a digital signage system. To explore the factors affecting consumers’ intention to use digital signage system, this study adopt a mixed research method that combines quantitative survey studies and qualitative grounded theory method. A quantitative research model is built based on qualitative research and literature review. A survey is then conducted with participants having experience interacting with digital signage. Finally, PLS structural equation modeling is used to test the research model. Finding of the research shows that consumers’ adoption intention is affected by affective involvement, flow, and cognitive involvement. The three aforementioned constructs also affected by three external attributes of digital signage-interactivity, individuality, and design aesthetics. This research suggests that enterprises should pay more attention to enhance the external features of digital signage to attract consumers to use such system.