thesis on digital signage

The Effect of Shop Design, Digital Signage and Digital Spirit on the Online Shopping Experience of Retail Businesses

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• First Online: 17 March 2024
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• Marco Herrera-Collins   ORCID: orcid.org/0000-0002-8023-061X 11 ,
• Hernan Ramirez-Asis   ORCID: orcid.org/0000-0001-7776-2212 12 ,
• Martha Guerra-Muñoz   ORCID: orcid.org/0000-0001-6927-1157 13 ,
• Rudecindo Penadillo-Lirio   ORCID: orcid.org/0000-0003-2888-6280 12 &
• Juan Villanueva-Calderón   ORCID: orcid.org/0000-0002-0815-6443 14  

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 923))

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• International Conference on Business and Technology

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Human-computer interface and device architecture are increasingly important in today’s fast-paced retail sector. The infrastructure of a virtual world is put in place to provide an engaging environment that encourages customers to spend more time browsing and shopping. A shop’s success depends on how quickly it can adapt and implement new technologies that enhance the customer shopping experience. Online shops are crucial to the success of any retail sector. The use of digital signage to advertise shop products is widespread. The selection of a digital signage design is the focus of this study. Digital signage can be used in public spaces such as airports, train stations and shopping centers to improve the efficiency of customer service operations. Once the product’s short response code was successfully verified, the system directed the delivery of the item to the end customer. Digital signage can also refer to a flower arrangement, a pipe or a guide arrangement. Statistical data suggests that shop design, digital signage, and digital spirit significantly influence the online shopping experience.

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Herrera-Collins, M., Ramirez-Asis, H., Guerra-Muñoz, M., Penadillo-Lirio, R., Villanueva-Calderón, J. (2024). The Effect of Shop Design, Digital Signage and Digital Spirit on the Online Shopping Experience of Retail Businesses. In: Alareeni, B., Hamdan, A. (eds) Technology and Business Model Innovation: Challenges and Opportunities. ICBT 2023. Lecture Notes in Networks and Systems, vol 923. Springer, Cham. https://doi.org/10.1007/978-3-031-55911-2_14

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Behavioral Effects of Digital Signage

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Digital signs have become an important new channel for communicating with consumers in retail shopping environments. An analysis of academic and commercial experiments reveals that in-store advertising effectiveness depends on both the content of the message (appeal type and product category) and the context and quality of exposure (audience need state, traffic speed and direction, message frequency and duration). Shoppers are most responsive to messages that relate to the task at hand and their current need state, and least responsive to traditional brand messages.

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Fischer, Karl Peter. "Digital Signage." Diss., lmu, 2011. http://nbn-resolving.de/urn:nbn:de:bvb:19-128447.

Khan, Abdur Rauf. "Digital Signage System." Thesis, KTH, Kommunikationssystem, CoS, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-91486.

Helander, Fredrik. "Measuring Digital Signage ROI : A combination of Digital Signage and Mobile Advertising as a method for measuring Digtal Signage ROI." Thesis, Umeå University, Umeå School of Business, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-34755.

Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a consumer is exposed to digital signage encouraging SMS interaction in order to receive an electronic voucher entitling the consumer to a discount. If the voucher is used, revenues can be linked to a specific campaign and ROI can be calculated. The study focus on measuring the tendency consumers have to interact through SMS when they get exposed to relevant advertising and the tendency they have to use the voucher that is sent to them as a result of the interaction.  The question is how efficient this method is for measuring ROI. In order to bring clarity to the issue, I conducted a quantitative survey using an online self completion questionnaire as measurement tool. It was distributed through e-mail among students at the College of Management at National Taiwan University. Furthermore, I have chosen a deductive approach, my epistemological position is positivism and I therefore utilize the scientific model conducting my research. My ontological position is objectivism meaning that I believe reality is independent of social actors.

The empirical data collected showed that the method in focus have great potential in working efficient for measuring ROI of digital signage. The general tendency to interact through SMS was high, on average 82.3% of the respondents would interact through SMS when getting exposed to relevant advertising. In addition, 96.5% of those would also use the voucher sent to them, enabling ROI calculations.

It was presumed that the digital signage advertising was relevant to such an extent to the consumer getting exposed to it, that he/she already had a purchase intention of the product/service which the advertising regarded. This should be remembered when evaluating the results. Nevertheless, if advertisers succeed in reaching out with relevant advertising enough, the findings in this study indicates that the method is an efficient tool to use for ROI calculations of digital signage.

Nichols, Patrick James 1981. "Location-aware active signage." Thesis, Massachusetts Institute of Technology, 2004. http://hdl.handle.net/1721.1/17964.

Garcia-Castro, Alejandra. "A User-Perspective Approach for the Design of Modern Bilingual Airpot Signage." Thesis, Georgia Institute of Technology, 2007. http://hdl.handle.net/1853/16182.

Burman, Hanna. "Digital signage : En berättelse om att skapa värden." Thesis, Luleå tekniska universitet, Institutionen för konst, kommunikation och lärande, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-25634.

Moreira, Bruno Vieira. "Digital signage: a quinta tela e a publicidade." Universidade Federal de Juiz de Fora, 2012. https://repositorio.ufjf.br/jspui/handle/ufjf/2043.

Czerwinski, Robert. "Digital Signage - Infokiosk; Utforma för uppmärksamhet och interaktion." Thesis, Malmö högskola, Fakulteten för kultur och samhälle (KS), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-22211.

Scales, Tashai J. "Accessible signage a study of a Midwest college campus /." Online version, 2002. http://www.uwstout.edu/lib/thesis/2002/2002scalest.pdf.

Hamhoum, Fathi. "Situated navigation support for heterogeneous large crowds via augmented signage." Thesis, University of Newcastle Upon Tyne, 2012. http://hdl.handle.net/10443/1535.

Lindh, E. Mattias. "Bilayer Light-Emitting Electrochemical Cells for Signage and Lighting Applications." Licentiate thesis, Umeå universitet, Institutionen för fysik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-114500.

Wenzel, Kristi. "Effectiveness of signage promoting healthy choices in a medical center cafeteria." Menomonie, WI : University of Wisconsin--Stout, 2004. http://www.uwstout.edu/lib/thesis/2004/2004wenzelk.pdf.

Islam, Md Iftekharul, and Anahita Dahmalani. "Medium Effectiveness:Placement Strategies for Digital Signage : Inside and Outside Store Locations." Thesis, Umeå University, Umeå School of Business, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-35046.

In this age of ubiquitous advertisement, people are getting more and more burdened withadvertising clutter. Digital Signage (DS) has evolved to be a new medium that can cut throughthis clutter and reach a large number of consumers. Though Digital Signage was introduced asan in-store advertising medium, soon it started to replace traditional static billboards with thebenefit of technological advancement.

While advertising effectiveness is a much discussed subject, effectiveness of an advertisingmedia is still a less explored area. Our research explored the effectiveness of Digital Signageas an advertising media in terms of its placement inside of a store and outside of a store. Atthe beginning we developed a model to measure the effectiveness of Digital Signage on thebasis of an existing model, termed as Advertising Response Model (ARM). Based onprofound study and analysis of previous literature on advertising and media effectiveness,consumer psychology, outdoor advertising and intermediate measurement variables weconstructed the modified version of ARM that deemed to be the best fit with our purpose. Wefurther developed four hypotheses on the basis of the four major variables of our model.

The result of our study indicated that placement of Digital Signage inside and outside of thestore environment impacts the variables of Attention, Recall and Media Liking of theaudience differently. However, no significant difference in consumers’ Buying Interest issupported. Placing Digital Signage inside of the store as well outside of the store both hasdifferent degrees of impact on consumers in terms of Attention, Recall and Media Liking. Thecorrelations among the variables were also explored and thus we presented some strategicinsights about the placement of Digital Signage and practical implications for managers in thescope of our study.

Our research area has received comparatively less academic attention than other advertisingmedia. However, considering the growing importance of Digital Signage as a groundbreakingadvertising medium and scope of future research work, we believe Digital Signage will be asubject of interest for the academics, the advertisers as well as for the companies.

Chang, Andrew Yok-Wah. "Design and Implementation of Energy Harvesting for Digital Badges and Signage." Thesis, University of California, Davis, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10681867.

With improvements in power harvesting transducers' power density, and power reduction in communication transceiver systems, displays, sensors and energy-aware microprocessors, smart wireless network nodes are becoming ubiquitous throughout our daily life. Digital signage has gained popularity with the integration of smart wireless network nodes into the application space replacing traditional signage and badges. Primary battery sources traditionally supply energy for digital signage, however, that generates waste and maintenance costs that are counterproductive to using digital signage. Therefore, a digital signage prototype called the wireless display sensor node (WDSN) with a micro-power photovoltaic energy harvesting system was developed at UC Davis and is presented as an alternative in this work. The WDSN and node management system is comprised of an electrophoretic display, Wi-Fi radio, photovoltaic and vibration power transducers, internet connected management system, sensors and power harvesting power electronics. A holistic energy approach was used to drive the development of the proposed digital badge and signage. This approach encompasses the characterization of vibrational and photovoltaic energy sources, analyzing the energy requirement from typical digital signage and developing a power harvesting energy management system that will maximize the lifetime and allow for self sufficiency of the digital signage. To bridge the gap between the energy source and the required peripheral supplies, a multiple input and multiple outputs (MIMO) H-bridge DC to DC converter was designed to harvest and regulate photovoltaic energy, and deliver energy to the various continuously active, and charge-and-execute loads of the WDSN. The H-bridge DC to DC converter comprising of a single inductor, two input power FETs from both primary and secondary power sources, and five symmetric output power FETs to create the various supply rails, supply the regulated energy required for the radio, the display, the sensors and the microcontroller. For the charge-and-execute supplies, a constant current ramp charging was developed to transfer charge at the maximum power point current of the photovoltaic cell to the supply capacitors of the peripherals that support the charge-and-execute supply generation. The MIMO H-bridge DC to DC converter presented supports active regulation using pulse width modulation for high current loads, pulse frequency modulation for light current loads, and ramp charging for capacitive loads. The controller was designed using digital logic and the entire MIMO H-bridge DC to DC converter occupies an area of 0.36 mm2 to 1.63 mm2 depending on the power transistor size selection. The measured instantaneous peak power efficiency is 86% while driving a 63 ?A load with a transient energy efficiency delivered to the load is 81%. The prototype WDSN dissipates 933 mJ to complete a server data synchronization and display refresh. The WDSN update energy when supplied with vibrational and photovoltaic power harvesting is equivalent to 7.52 hours of casual continuous walking (34.44 ?W), 1,230 laboratory door toggles (open and close at 986 ?W) and 12 hours of continuous office lighting (7 am to 7 pm with a daily total of 958 mJ under an average of 538 Lux of CFL lighting).

McClintock, Taz. "Optimising exit choice during emergency evacuations from large closed environments." Thesis, University of Ulster, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.250409.

Garcia-Castro, Alejandra. "A user-perspective approach for the design of modern bilingual airport signage." Available online, Georgia Institute of Technology, 2007, 2007. http://etd.gatech.edu/theses/available/etd-07092007-110711/.

Eriksson, Jonatan, and Philip Svensson. "Skylta med framgång : En kvalitativ studie om hur konsumenter upplever digital skyltning i servicemiljön." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54318.

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Philibane, Sibongile. "Multilingualism, linguistic landscaping and translation of isiXhosa signage at three Western Cape Universities." University of the Western Cape, 2014. http://hdl.handle.net/11394/4302.

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Probst, Alistair K. "Environmental Visual Pollution and its Relationship to Signage Technology: A Case Study in Thailand." University of Cincinnati / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1459438017.

Carpenter, Amanda Kay. "Signage & sense of place : preserving the experience of historic illuminated signage." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-05-3335.

Rodrigues, Rita Susana Quesado. "Healthcare Signage Design: Guidelines to support the development of signage systems centered on the users." Doctoral thesis, 2019. https://hdl.handle.net/10216/120669.

Rodrigues, Rita Susana Quesado. "Healthcare Signage Design: Guidelines to support the development of signage systems centered on the users." Tese, 2019. https://hdl.handle.net/10216/120669.

Liao, Yun-Kuan, and 廖永寬. "ARM Linux For Digital Signage Application." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/tv2mmp.

Tseng, Yi-Chih, and 曾翼志. "Factors of Digital Signage Advertisement Effect." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/99402074791906397231.

Teng, Wen-hua, and 鄧文華. "Digital Signage for Tiled LCD Display." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/55730468409753189862.

Huang, Tao-yuan, and 黃韜元. "Digital Signage Industry Strategy and Research." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/suvms6.

Ha, Hoang Lam, and 哈俊傑. "Wondersign Asia – A Digital Cloud Signage Service." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/32645494337393688225.

Tseng, John, and 曾晧綱. "Business Model Innovation For Digital Signage Industry." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/77876447141641649258.

Chang, Shao-Ning, and 張紹寧. "Digital Signage Industry Analysis and Case Study." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/273zfj.

Aouf, Rashad, University of Western Sydney, of Science Technology and Environment College, and School of Computing and Information Technology. "Integration of signage information into the web environment." 2005. http://handle.uws.edu.au:8081/1959.7/25810.

Zeng, Qingjie. "Performance Evaluation of Signage System in Subway Stations." Thesis, 2011. http://spectrum.library.concordia.ca/7259/1/Zeng_MASc_S2011.pdf.

Chen, Jyun-Yu, and 陳俊宇. "Digital Signage with the Interpretation of Gaze Direction." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/sxevg3.

Shen, Wei-Liang, and 沈威良. "Video Scheduling for P2P-based Interactive Signage Systems." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/65346858780083869667.

Lin, Hung-En, and 林宏恩. "Design for 2D-3D Hybrid Digital Signage Application." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/35040554126203357230.

Ou, Jan-liang, and 歐俊良. "Design and Implementation of Scalable LED Signage Controller." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/59221067016251037542.

Lo, Yi-Jen, and 羅苡溱. "Application of interactive digital signage in shopping malls." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/h5576q.

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Zalazar, Fernando. "The signage archive: type and lettering around the world." Master's thesis, 2015. http://hdl.handle.net/10400.26/9808.

Jamshidi-Gilani, Kourosh. "Market-Based Models for Digital Signage Network Promotion Management." Thesis, 2012. http://spectrum.library.concordia.ca/975082/1/Jamshidi%2DGilani_MASc_S2013.pdf.

Ho, Jason Ching-Hsien. "Gesture-Based Image Acquisition between Smartphone and Digital Signage." Thesis, 2011. http://hdl.handle.net/10012/5875.

Chang, Fen-Yu, and 張芬瑜. "Structural Analysis and Competence Dynamics of Digital Signage Industry." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/00094165346684225529.

Cheng, Chao-Tse, and 鄭兆策. "Interface Design and Usability Evaluation in Digital Signage System." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/49075736149766584662.

林桂盟. "An Extension and Applications Of Digital Signage Appliance System." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/35269951014540865924.

Chen, Cheng-Te, and 陳正德. "Signage System Redesign for Taiwan Tao-Yuan International Airport." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/97266917310532924936.

Yu, Reui-ying, and 游瑞穎. "Implemetation of an integrated development environment formultimedia digital signage." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/38700870513992948085.

Wu, Hung-Chen, and 吳泓震. "Power Supply to Digital Signage by Customizing PoE Technology." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/8n6dwe.

Che-MingLee and 李哲銘. "An Interactive Digital Signage System with Smart Mobile Devices." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/28ze4j.