Analyzing Users' Perception and Attitude Associated with Usage of Signage

Abstract

Signage can be defined as the media device that provides specific information to many unspecified users in public places. Recently applied context-aware technology, signage provides personal on-demand information services in a way that can continue to evolve. The purpose of this study is to analyze characteristics of types which users identify signage on the perceptions and attitudes about consideration of the perspective of the experts in the fields. The research is carried out by applying Q methodology with in-depth interview. First, interviews are conducted to determine the perceptions and attitudes of experts and practitioners on signage. Thereafter users' perceptions and attitudes toward signage are classified by each types using Q methodology. The first type is named as 'signage as smart media', the second type is named as 'signage as passive media', and the third type is named as 'signage as interactive media' is named. The results of this study will be useful guidelines for conducting further academic researches and R&D.