User Acceptance of the Next Generation Digital Signage: A Perspective of Perceived Value

The next generation digital signage (NGDS) has become extremely important as a new innovative information system that provides interactive information to users by capturing contextual information through the utilization of the state-of-the-art technologies. NGDS gets wide popularity from millions of people due to its advanced information services that fit in with the individual’s digitizing life style. Despite the increasing importance, however, there is a significant gap of our understanding on the user acceptance of NGDS. Motivated thus, this paper aims to develop a research model to explore the factors influencing the user acceptance of NGDS from the perspective of perceived value. The four dimensions of perceived value are proposed as key antecedents: utilitarian value, hedonic value, social value, and epistemic value. In particular, our interest is on their impacts on users’ satisfaction, continuance intention, and positive word-of-mouth (WOM). The pilot study results indicate that utilitarian value increases satisfaction, continuance intention, and positive WOM. Moreover, hedonic value increases satisfaction and positive WOM, while social value increases positive WOM only. Also, epistemic value increases satisfaction and positive WOM. This research is expected to advance the theoretical understanding on the user acceptance of NGDS and offer organizations useful insights to manage their NGDS.