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The effects of digital signage design features and interactivity on shoppers' behaviour: the mediated effect of positive shopping mall ambiance

Nguyen To‐The et al.

International Journal of Electronic Marketing and Retailing2025https://doi.org/10.1504/ijemr.2025.144750article
ABDC C
Weight
0.41

What the paper says

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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https://doi.org/https://doi.org/10.1504/ijemr.2025.144750

Or copy a formatted citation

@article{nguyen2025,
  title        = {{The effects of digital signage design features and interactivity on shoppers' behaviour: the mediated effect of positive shopping mall ambiance}},
  author       = {Nguyen To‐The et al.},
  journal      = {International Journal of Electronic Marketing and Retailing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijemr.2025.144750},
}

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.25 × 0.4 = 0.10
M · momentum0.55 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.