Revolutionizing visual merchandising: A study on the acceptance of digital signage in Indian fashion apparel stores

Saini, Shweta; Bansal, Sanjeev; Verma, Pranay

doi:10.47974/JSMS-1181

Open Access Research Article

Revolutionizing visual merchandising: A study on the acceptance of digital signage in Indian fashion apparel stores

^*Shweta SainiCorresponding authorshwetasaini2007@gmail.comAffiliation 1Amity Business SchoolAmity UniversityNoida, Uttar Pradesh, IndiaAffiliation 2Footwear Design and Development InstituteNoida, Uttar Pradesh, IndiaView full profile → , Sanjeev Bansalsbansal1@amity.eduAmity Business SchoolAmity UniversityNoida, Uttar Pradesh, India0000-0001-6629-1451View full profile → , Pranay Vermapran.verma@gmail.comAmity International Business SchoolAmity UniversityNoida, Uttar Pradesh, IndiaView full profile →

* Corresponding author · click or hover a name for details

pp. 1265–1278Vol. 26Issue 5July 2023DOI: 10.47974/JSMS-1181XML

Published Online:: 21 Sep 2023
Article type:: Research Article
Language:: EN
Article no.:: JSMS-1181
Pages:: 1265–1278

Abstract

Competition and evolving customers motivate fashion apparel retailers to adopt new survival strategies and provide a memorable experience. This study investigates the acceptance of digital signage among Generation Z. The researchers surveyed 254 participants on the most noticeable change from traditional signage to digital signage. Based on the significant change, the adoption of digital signage was studied using the extended UTAUT framework with additional constructs of engagement, vividness, and relative advantage. Visual merchandisers should pay attention to the vividness of videos, ads, and promotions of fashion apparel.

Keywords

Digital signage Fashion apparel Retail technology UTAUT 2 Relative advantage Vividness Engagement

Subject Classifications

C12C83M31

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