패션브랜드의 쇼핑맥락에서 디지털 사이니지 효과에 관한 연구

Abstract

This study explores digital signage's effect on shopping value and customer loyalty in shopping context for fashion brands. A self-administered questionnaire based on literature mainly included digital signage usage, shopping value and customer loyalty. A total of 317 responses were obtained from consumers who had experience with digital signage in shopping for apparels. For data analysis, Confirmatory Factor Analysis and Structural Equation Model were used via LISREL 8.8. Estimated structural model showed that digital signage had a positive effect on shopping value. Especially, the usage of digital signage more highly influenced hedonic value than utilitarian value. Also, the hedonic value was significantly related to the utilitarian shopping value. The utilitarian value had a significant effect on customer loyalty; whereas, the hedonic value had no significant effect on the customer loyalty. In addition, managerial implication for utilizing retail technology to create and improve customer experience in the shopping environments is discussed.