零售業導入數位看板研究-以HOLA為例

Abstract

數位看板(Digital signage)為近年來多媒體播放的一種新的商業應用，市場研究機構DisplaySearch指出，過去五年數位看板整體的市場規模成長了300％以上，預估2011年時，全球數位看板的市場規模可望達到146億美元。Computex台北國際電腦展在2009年首次設立數位看板展覽展區。數位看板所涵蓋的應用產業廣泛，包括旅館業、博物館業、公共空間及零售業等。 研究機構iSuppli研究表示，全球數位看板自2008至2013年之年複合成率將達26.8%，而其成長來源關鍵產業之一即為零售產業，而本研究即為對數位看板在零售業導入之消費者研究。利用莫拉比安-羅素模型(The Mehrabian-Russell Model)瞭解消費者在接受數位看板之刺激後，透過情緒反應作為中介變數，最後影響其購物意願；同時，利用科技接受模式之認知易用性及認知有用性作為消費者消費購物之邊陲線索，衡量消費者對於數位看板之正面態度是否透過邊陲路徑影響消費者之購物意願。 本研究實際導入數位看板於HOLA位於左營店內，於店內發放問卷給消費者，共回收120份問卷，有效問卷112份問卷，研究結果顯示「認知易用性」及「認知有用性」對於消費者「購物意願」為正向影響；在莫拉比安-羅素模型中，「刺激」對於「愉悅」呈負向影響，其他兩種情緒「喚起」及「支配」則不顯著，而消費者的三種情緒反應，「愉悅」、「喚起」、「支配」，其對消費者「購物意願」呈正向影響，即消費者「情緒反應」越高，則消費者「購物意願」越高。

Digital signage has become a new multimedia communication device and has drawn a great attention on possible business applications in the field. A market survey Display Search have revealed that the market of digital signage in the past 5 year has grown more than 300%, and its worldwide market size will reach 14.6 billion US dollar in 2011. In 2009, one of the renowned computer exhibitions, Taipei Computex, set up an exhibition area for digital signage for the first time to recognize its possible trend and applications. Recent trend also shows that the digital signage technology have been deployed into various industries including hotel, museum, public space, and retail. A study by iSuppli also indicates that one of the fast growing areas on digital signage application is the retailing industry. This study aims at examining the affecting factors on digital signage adoption in the retail industry, in particular from consumer’s perspective. Combing the Mehrabian-Russell Model and Technology Acceptance Model, a research model is proposed and tested. Under the “stimulus-mood-attitude” framework, the content of digital signage is regarded as incentive (a stimulus); the mood reaction of the consumers is intervening variable; and the consumers’ buying intention is treated as dependent variable. Moreover, in addition to test impacts of such central cues on the user intention, peripheral cues of ELM (Elaboration Likelyhood Model) model are also tested. Two proxy of digital signage technology - “perceived usefulness” and “perceived ease of use”, are used as peripheral cues in the research model. A new store of a large retailer chain in Taiwan was studied. In this new store, a digital signage is installed to provide a new way showing product information and related background dynamically. A survey questionnaire study was applied. The informants are those who had viewed the digital signage. A total of 112 valid questionnaires returned. The results indicate that “perceived usefulness” and “perceived ease of use” have positive impact on the consumer’s buying intention. The incentive has negative impact on pleasure (one of the three moods), however, its impacts on the other two moods “arousal” and “dominance” are not significant. All three moods have positive impact on the buying intention.