Digital signage is a network of exclusive screens installed in retail stores to display diverse content. Fashion retail stores recognize digital signage as a promising technology in the retail environment. This study investigates how aesthetic appeal and designed information are in the extended Unified Theory of Acceptance and Use of Technology (UTAUT 2) model. Brick-and-mortar retailers have embraced digital signages to converse better and change the way individuals get cues in fashion apparel stores. This research analyses what factors influence an individual's decision to use digital signages in fashion apparel retail stores. The partial least squares method evaluated the research model and validated the hypotheses of the data comprised of 418 self-administered individual responses. The results reveal that designed information is the key predictor of behavioural intentions stimulated by digital signages. The results confirm that aesthetic appeal, designed information, habit, and performance expectancy of behavioural intentions are significant predictors. In contrast, two constructs, effort expectancy and social influence, are non-significant for fashion apparel retail stores
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.