{"title":"用我还是不用我?一种通讯工具&时尚服装店的数字标牌","authors":"S. Saini, Sanjeev Bansal, Pranay Verma","doi":"10.31620/jccc.06.22/04","DOIUrl":null,"url":null,"abstract":"Digital signage is a network of exclusive screens installed in retail stores to display diverse content. Fashion retail stores recognize digital signage as a promising technology in the retail environment. This study investigates how aesthetic appeal and designed information are in the extended Unified Theory of Acceptance and Use of Technology (UTAUT 2) model. Brick-and-mortar retailers have embraced digital signages to converse better and change the way individuals get cues in fashion apparel stores. This research analyses what factors influence an individual's decision to use digital signages in fashion apparel retail stores. The partial least squares method evaluated the research model and validated the hypotheses of the data comprised of 418 self-administered individual responses. The results reveal that designed information is the key predictor of behavioural intentions stimulated by digital signages. The results confirm that aesthetic appeal, designed information, habit, and performance expectancy of behavioural intentions are significant predictors. In contrast, two constructs, effort expectancy and social influence, are non-significant for fashion apparel retail stores","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"USE ME OR USE ME NOT? A COMMUNICATION TOOL - DIGITAL SIGNAGES FOR FASHION APPAREL STORES\",\"authors\":\"S. Saini, Sanjeev Bansal, Pranay Verma\",\"doi\":\"10.31620/jccc.06.22/04\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Digital signage is a network of exclusive screens installed in retail stores to display diverse content. Fashion retail stores recognize digital signage as a promising technology in the retail environment. This study investigates how aesthetic appeal and designed information are in the extended Unified Theory of Acceptance and Use of Technology (UTAUT 2) model. Brick-and-mortar retailers have embraced digital signages to converse better and change the way individuals get cues in fashion apparel stores. This research analyses what factors influence an individual's decision to use digital signages in fashion apparel retail stores. The partial least squares method evaluated the research model and validated the hypotheses of the data comprised of 418 self-administered individual responses. The results reveal that designed information is the key predictor of behavioural intentions stimulated by digital signages. The results confirm that aesthetic appeal, designed information, habit, and performance expectancy of behavioural intentions are significant predictors. In contrast, two constructs, effort expectancy and social influence, are non-significant for fashion apparel retail stores\",\"PeriodicalId\":37311,\"journal\":{\"name\":\"Journal of Content, Community and Communication\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-06-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Content, Community and Communication\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.31620/jccc.06.22/04\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"Social Sciences\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Content, Community and Communication","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.31620/jccc.06.22/04","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}
USE ME OR USE ME NOT? A COMMUNICATION TOOL - DIGITAL SIGNAGES FOR FASHION APPAREL STORES
Digital signage is a network of exclusive screens installed in retail stores to display diverse content. Fashion retail stores recognize digital signage as a promising technology in the retail environment. This study investigates how aesthetic appeal and designed information are in the extended Unified Theory of Acceptance and Use of Technology (UTAUT 2) model. Brick-and-mortar retailers have embraced digital signages to converse better and change the way individuals get cues in fashion apparel stores. This research analyses what factors influence an individual's decision to use digital signages in fashion apparel retail stores. The partial least squares method evaluated the research model and validated the hypotheses of the data comprised of 418 self-administered individual responses. The results reveal that designed information is the key predictor of behavioural intentions stimulated by digital signages. The results confirm that aesthetic appeal, designed information, habit, and performance expectancy of behavioural intentions are significant predictors. In contrast, two constructs, effort expectancy and social influence, are non-significant for fashion apparel retail stores
期刊介绍:
Amity School of Communication, AUMP, Gwalior is publishing a bi-annual referred and peer-reviewed journal named “Journal of Content, Community & Communication”. The Journal of Content, Community & Communication aims at delving into inquiry into and providing a forum for discussion pertaining to contemporary communication issues within wider social, economic, cultural and technological contexts. The journal promotes analyzing contemporary communication issues in new light and research. It will aim at bringing to the surface, innovative ways of research to initiate a dialogue on an array of subject matters in the field of communication theory and practice. The journal will engage in a wide range of themes in the media studies, digital media, and communication management among others.