Coming over the current 4th generation(4G) information delivery system from first generation information delivery system, today is based on ICT technology-centered informationization. From the center of TV, radio, the PC in the 2000s, Smart wear marke... Coming over the current 4th generation(4G) information delivery system from first generation information delivery system, today is based on ICT technology-centered informationization. From the center of TV, radio, the PC in the 2000s, Smart wear market starting the 'iPhone’ of Apple in the late 2000s has been active, and the existing one-way flow of information between man and man, man and machine, has changed into the interactive flow of information between humans and machines, machine and machines. With the development of this technology, paradigm of how humans contact information and utilize it has completely changed, and even lifestyle further has been changing. Advertising marketing market operated by existing mass media was activated into the unique and distinctive advertising market in the face of the social flow digitalized and personalized. As a result it is approaching more intimately to consumers through digital marketing and its range of utilization is on an expanding trend. However, the mechanized social atmosphere gave rise to people who missed analog sensitivity and derived a new coinage called 'digital log’ beyond 'digital' Consumers are more choosy and use their time and finances more wisely than ever. It has made the new way of advertising and marketing appear and actively conduct the researches on it. (Mun Young-suk, 2011; Han Sang-pil, 1996; Lee Du-hui, 2002) Also, when it comes to marketing, it was subdivided into the human inner psychological processes such as perception, understanding, evaluation, memory, knowledge, judgment, caution, attitudes, testing, confidence, contentment, and trust. and absorbed in more effective ways about them. (Jang Woo-seong‧ Kim Tae-yang, 2014). The studies about those human inner psychological processes can be called emotional engineering, cognitive psychology, and emotional design. The study about this sensitivity is actively being in progress and has significant results. Digital media have been applied in various methods and forms in the fields of society, economy, culture, etc. Therefore, in the sense of communication with various people, the new paradigm of communication for rapid delivery and expansion is required. One of the media which appeared with it can be called digital signage and its use has become universal along with personal media such as PC, mobile, and smart ware. According to a 'smart media promotion policies’ announced by Ministry of Science, ICT and Future Planning, digital signage was chosen as the five major industry and it is positively predicted that as content sectors such as games, K-POP and display-centered electronics industry grow on a global scale, they will be market-leading sectors. Thus the Standardization (draft) of digital signage has been progressed and focused on international industrial occupancy. Nevertheless, there are lacking cases effectively applying nature and characteristics of digital signage, because digital signage is applied as it is the expression method that has been applied in existing print media, mass media, and digital media. Digital Signage already has a lot of difference from existing media in functions, forms, and approach, but research for it is insignificant. In this study, it is said to be effective to objectify and apply emotional factors as a way to enhance efficiency of digital signage. By extracting and organizing emotional factors applicable to digital signage from a broad meaning of the emotional factors of existing research, it is aimed to verify that emotional factors of digital signage applied contribute to attention and positive cognition improvement to a subject that accept advertising and information, First, it establishes outlines of definition, types, and characteristics of digital signage, examines and organizes industry status, and industry of digital signage through overseas cases Second, it explains the role of emotional factors for users through definitions of emotional factors and concept understanding by factors through previous research literature investigation. Third, to extract the emotional factors for digital signage from comprehensive emotional factors, it conducted experts survey over a total of two times based on the emotional factors in accordance with previous research, and derived seven factors such as sensation, perception, awareness, emotions, aesthetics, functionality, and operability, as emotional factors of digital signage through Opinion Collecting and Delphi Analysis. Also it conducted an on-site case studies in order to ascertain the emotional factors applied to actual digital signage. Fourth, for its objectivity, it designed models and established hypothesis based on the emotional factors of the digital signage and the on-site investigation and analysis, and by conducting a survey to subject the general public, verified how attention and effectiveness of digital signage had a significant effect on. Hypothesis Verification were conducted through Frequency Analysis, Correlation Analysis, and Regression Analysis; as a result, emotional factors of digital signage, such as sensation, perception, awareness, emotions, aesthetics, and functionality, had a significant effect on attention of digital signage, but operability had little effect on attention ; all of sensation, perception, awareness, emotions, aesthetics, functionality, and operability had an effect on awareness improvement. This study discussed the attention and the effectiveness of awareness improvement that digital signage gives to users. With expecting to be one of the indicators in corporate and public institutions which was reluctant to use it because there is no quantitative indicators for utilizing digital signage, and for more effective communication, it was concluded to require emotional design ranging graphics, form, and effects, including emotional factors.
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