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

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.