The effects of digital signage design features and interactivity on shoppers' behaviour: the mediated effect of positive shopping mall ambiance Online publication date: Mon, 03-Mar-2025
by Thérèse Roux; Sfiso Mahlangu; Mnelisi Xaba
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 16, No. 2, 2025
Abstract: This study aims to establish whether digital signage design or interactivity has the largest effect to evoke a positive shopping mall ambiance and approach behaviour. To collect data a survey was administrated by fieldworkers with 229 shoppers at an upmarket shopping mall in South Africa with interactive digital signage. It was found that digital signage design features (β = 0.25) are significantly associated with a positive shopping mall ambiance (β = 0.33) and approach behaviours β = 0.51). Digital signage interactivity (β = 0.20) is also significantly associated with a positive shopping mall ambiance (β = 0.26) and approach behaviours (β = 0.52). Digital signage design has the largest effect to invoke a positive shopping mall ambiance compared to interactivity. Shopping mall managers should ensure that professionals are involved when designing digital signage.
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