Digital Signage User Satisfaction Model: The Dual Effect of Technological Complexity

• Published in: Asia Marketing Journal (Online) Vol. 23; no. 1; pp. 5 - 27
• Main Authors: Lee, Mi-ah, Lee, Sooyeon, Ko, Eunju
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 01.04.2021; Korean Marketing Association; 한국마케팅학회
• Subjects: fashion retailer; igital signage; motivation route; shopping satisfaction; technological complexity; 경영학; Technological complexity; Fashion retailer; Digital signage; Motivation route; Shopping satisfaction
• ISSN: 1598-7868; 2765-6500; 2765-6500
• DOI: 10.15830/amj.2021.23.1.5

This paper seeks to suggest user satisfaction model of digital signage to see how new in-store technology can effectively lead to customers" shopping satisfaction in fashion retails. Authors in particular focus on technological complexity, which is expected to serve a subtle role in using digital signage. This study employed a scenario-based online survey. Interactive digital signage with virtual try-on and video-captures functions was used as stimuli. Data were collected from 320 respondents and 307 useable responses were analyzed to examine a proposed model. Research model compares dual paths of motivators: the extrinsic motivation route that leads from usefulness to shopping outcome satisfaction and intrinsic motivation route that leads from enjoyment to shopping process satisfaction. Technological complexity of digital signage indirectly and negatively influences shopping outcome and process satisfaction, mediated by usefulness and enjoyment, but directly and positively affects shopping process satisfaction. In omni-channel environments, the findings have implications for fashion retail managers in using digital signage to maximize customer satisfaction and to counterbalance the advantages and disadvantages of technological complexity.