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

摘要

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.