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Users’ Experience of Digital Wayfinding Screens: A Uses and Gratification Perspective from South Africa
Author
Source
Advances in Human-Computer Interaction
Issue
Vol. 2020, Issue 2020 (31 Dec. 2020), pp.1-11, 11 p.
Publisher
Hindawi Publishing Corporation
Publication Date
2020-07-07
Country of Publication
Egypt
No. of Pages
11
Main Subjects
Abstract EN
Marketing and business communication researchers have neglected the wayfinding capabilities of digital out-of-home communication in the retailing landscape.
The current study focuses on digital wayfinding screens in the South African shopping mall environment.
The aim is understanding users’ experience of digital wayfinding screens, guided by the uses and gratification theory.
Shoppers were interviewed about their views and actions while engaging in the wayfinding process in large upmarket shopping malls.
The in-depth semistructured interviews were recorded and then the content was analysed.
The findings provide a rich and comprehensive understanding of shoppers’ content gratifications and process gratifications when utilising this contemporary medium.
The current study identifies four uses and gratifications for digital wayfinding screens: convenient process gratifications, interactive process gratifications, informational content gratification, and entertaining content gratifications.
Understanding the gratification dimensions of digital wayfinding screens contributes to contemporary media research and forms the basis of valuable guidelines for practitioners in retail media and design.
American Psychological Association (APA)
Roux, Thérèse. 2020. Users’ Experience of Digital Wayfinding Screens: A Uses and Gratification Perspective from South Africa. Advances in Human-Computer Interaction،Vol. 2020, no. 2020, pp.1-11.
https://search.emarefa.net/detail/BIM-1126471
Modern Language Association (MLA)
Roux, Thérèse. Users’ Experience of Digital Wayfinding Screens: A Uses and Gratification Perspective from South Africa. Advances in Human-Computer Interaction No. 2020 (2020), pp.1-11.
https://search.emarefa.net/detail/BIM-1126471
American Medical Association (AMA)
Roux, Thérèse. Users’ Experience of Digital Wayfinding Screens: A Uses and Gratification Perspective from South Africa. Advances in Human-Computer Interaction. 2020. Vol. 2020, no. 2020, pp.1-11.
https://search.emarefa.net/detail/BIM-1126471
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references
Record ID
BIM-1126471