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ORIGINAL RESEARCH article

Front. Comput. Sci.
Sec. Human-Media Interaction
Volume 6 - 2024 | doi: 10.3389/fcomp.2024.1449908
This article is part of the Research Topic Use of Immersive Technologies in Design View all 5 articles

Evaluation of the Extended TAM for Digital Signage Augmented Roadshow (DiSAR) Using PLS-SEM

Provisionally accepted
Yi Fan Tan Yi Fan Tan Meng Chew Leow Meng Chew Leow *Lee Yeng Ong Lee Yeng Ong
  • Faculty of Information Science and Technology, Multimedia University, Melaka, Malaysia

The final, formatted version of the article will be published soon.

    Introduction: With the advancement in digital signage technology, it is now possible to carry out a roadshow operation with digital signage as the main medium of the roadshow, leading to the development of the Digital Signage Augmented Roadshow (DiSAR) framework. To foster confidence in advertisers in considering DiSAR, understanding user acceptance through a theoretical model is crucial. Therefore, this study proposes an extended Technology Acceptance Model incorporating System Quality, Perceived Interactivity and Perceived Enjoyment as antecedents and empirically analyzes its performance in modelling the user acceptance of the participants in a DiSAR. Methods: The Technology Acceptance Model was added with constructs that best reflect the unique characteristics of the DiSAR. The additional constructs are System Quality, Perceived Interactivity and Perceived Enjoyment. To investigate the relationship between the additional constructs and the original constructs, Partial Least Squares Structural Equation Modelling was used on a sample of 203 DiSAR participants. The aim is to understand the relationship of the additional constructs towards the user acceptance of DiSAR. The explanatory and predictive power of the model was also examined to provide a more holistic view of the model's capability to accurately predict user acceptance and identify key factors influencing the user acceptance of DiSAR.Results: The statistical analysis revealed that System Quality and Perceived Interactivity have a significant relationship with the Perceived Ease of Use of DiSAR, while Perceived Enjoyment has a significant relationship with the Perceived Usefulness of DiSAR. Structural model analysis also showed that the Technology Acceptance Model has good explanatory power but attenuated predictive power.Discussion: These findings contributes to understanding the overall performance of the Technology Acceptance Model in modelling the user acceptance of DiSAR participants. The findings also contribute to understanding how the unique characteristics of DiSAR influences user acceptance, which can further drive development to improve the roadshow framework itself.

    Keywords: Digital Signage Augmented Roadshow (DiSAR), Digital signage, PLS-SEM, Technology acceptance model (TAM), Extended TAM

    Received: 16 Jun 2024; Accepted: 19 Nov 2024.

    Copyright: © 2024 Tan, Leow and Ong. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence: Meng Chew Leow, Faculty of Information Science and Technology, Multimedia University, Melaka, Malaysia

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.