A Mediating Role of the Attributes of Information Source Depending on the Experience of using the Outdoor Advertisement Media: Focusing on the Digital Signage

Background/Objectives: This study had its purpose on proposing improvement oriented usefulness of DS by comparatively analyzing effect of DS on TAM of expert and public according to NC in the reality that DS the NDS culture form reinforce its position as NOOHM. Methods/Statistical Analysis: This study tested the fundamental hypotheses by the employing structural equation model to control for measurement error, allow for the use of moderator variables, and enable the statistical testing of theoretical modeling. A statistical program, AMOS 8.0, was used for testing. The survey was conducted for 239 participants of this study who were attending universities in Seoul. Findings: As a result of verifying the difference of the averages in each factor between the group who used DS and the group who did not, there was a meaningful difference in the Aad (t= -2.63, p < .05), reliability (t= -2.36, p < .05), preference (t= -2.63, p < .05), professionalism (t= -2.64, p < .05), and PI (t= -2.67, p < .05). This study shows that the professionalism can appeal the customers who have not experienced the digital signage as a superior strength. Applications/Improvement: It is believed necessary to make an active improvement to obtain the customers’ perception of reliability so that the effectiveness of the digital signage media can be enhanced.