By Topic

Adoption of digital signage and application technology in medium-sized enterprises in Taiwan

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$33 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

2 Author(s)
Huang Yin-Tsuo ; Department of Hospitality Management, TOKO University, 61363, Chiayi County, Taiwan ; Chun-Wang Tsou

With the prevalence of digital signage, many organizations make attempt on adopting it as a practical channel which provides real time information or business promotions with customers, rather than using a traditional advertisement board. We examined the factor influencing adoption of digital signage in medium-sized enterprises in Taiwan and tested the hypothesized model for explaining their intentions. Data was collected from 262 medium-sized firms via email questionnaire survey, and a two-step approach of LISREL analysis was employed to evaluate the fitness of the research model. The findings indicate that firm perceptions about digital signage (compatibility, perceived usefulness and relative advantage) play important mediating roles between external variables (management support, social responsibility) and attitude.

Published in:

Computers and Industrial Engineering (CIE), 2010 40th International Conference on

Date of Conference:

25-28 July 2010