Title: Investigating consumer behavioural intention to utilise digital signage

Authors: Michelle Hough; Young Han Bae; Jong Woo Jun

Addresses: Pennsylvania State University, 4000 University Drive, McKeesport, PA 15132, USA ' Pennsylvania State University, 4000 University Drive, McKeesport, PA 15132, USA ' School of Communications, Dankook University, 126 Jukjeon-Dong, Suji-Gu, Yongin-Si, Kyeonggi-Do, South Korea

Abstract: This study investigates the effects of motivational factors Uses and Gratifications (U&G) dimensions on the behavioural intention of consumers to engage with digital signage. We do so by surveying U&G patterns, behavioural intention, and demographics of a sample of 256 individuals from the general United States (US) population. We also examine the effects of consumer demographics such as gender and age on the behavioural intention to utilise digital signage for segmentation and targeting purposes. We found users engage with digital signage for the purpose of acquiring convenient information and benefit but not for the purpose of entertainment. Additionally, while gender does not impact intentionality, age does influence intent to engage. There was higher intentionality in older adults than in younger ones. These results provide important insights to marketing managers regarding maximising the effectiveness of content and investment in digital signage.

Keywords: advertising; digital signage; U&G; uses and gratifications; behavioural intention; intention to use; motivation; consumer behaviour; consumer demographics; United States; USA; gender; age; older adults; younger adults.

DOI: 10.1504/IJIMA.2016.081356

International Journal of Internet Marketing and Advertising, 2016 Vol.10 No.4, pp.255 - 269

Received: 01 Aug 2016
Accepted: 12 Sep 2016
Published online: 05 Jan 2017 *

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