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Efficient Digital Signage-Based Online Store Layout: An Experimental Study

Author

Listed:
  • Muhammad Fazal Ijaz

    (Department of Industrial & Systems Engineering, Dongguk University, Seoul 100-715, Korea)

  • Wu Tao

    (Department of Industrial & Systems Engineering, Dongguk University, Seoul 100-715, Korea)

  • Jongtae Rhee

    (Department of Industrial & Systems Engineering, Dongguk University, Seoul 100-715, Korea)

  • Yong-Shin Kang

    (Department of Systems Management Engineering, SungKyunKwan University, Suwon 16419, Korea)

  • Ganjar Alfian

    (u-SCM Research Center, Nano Information Technology Academy, Dongguk University, Seoul 100-715, Korea)

Abstract

In today’s era of information technology, human computer interaction and interface design are critical factors for a successful retail business. In a virtual world, the purpose of store layout is to create an environment that fascinates customers, entices them to spend more time in the store and encourages them to purchase from the store. The accomplishment of a successful retail business relies on a quick response and the adoption of new technologies that simplify the customer’s shopping experience. Virtual stores play a vital role in enhancing the success of a retail business. Nowadays, digital signage is widely used to publicize different store contents. The aim of this paper is to select a distinct layout that can be used in digital signage. To enhance Customer Relationship Management (CRM), digital signage can be installed in various contexts, such as metro stations, shopping centers, airplane terminals, and so on. The proposed system scans the Quick Response (QR) code of a product, and the product then arrives at the user end. The tree, pipeline and guiding pathway layouts are employed in the context of digital signage. A questionnaire is used to determine customers’ opinions on the most efficient layout. The statistical results show that layout significantly affects customer’s behavior. Moreover, human computer interaction can help understand more about the customer’s interaction with digital signage.

Suggested Citation

  • Muhammad Fazal Ijaz & Wu Tao & Jongtae Rhee & Yong-Shin Kang & Ganjar Alfian, 2016. "Efficient Digital Signage-Based Online Store Layout: An Experimental Study," Sustainability, MDPI, vol. 8(6), pages 1-20, May.
    • Handle: RePEc:gam:jsusta:v:8:y:2016:i:6:p:511-:d:70962
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    References listed on IDEAS

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    Cited by:

    1. Muhammad Fazal Ijaz & Jongtae Rhee, 2018. "Constituents and Consequences of Online-Shopping in Sustainable E-Business: An Experimental Study of Online-Shopping Malls," Sustainability, MDPI, vol. 10(10), pages 1-24, October.
    2. Chankoo Yeo & Chung Hur & Seonggoo Ji, 2019. "The Customer Orientation of Salesperson for Performance in Korean Market Case: A Relationship between Customer Orientation and Adaptive Selling," Sustainability, MDPI, vol. 11(21), pages 1-18, November.
    3. Chia-Nan Wang & Thanh-Tuan Dang & Ngoc-Ai-Thy Nguyen & Thi-Thu-Hong Le, 2020. "Supporting Better Decision-Making: A Combined Grey Model and Data Envelopment Analysis for Efficiency Evaluation in E-Commerce Marketplaces," Sustainability, MDPI, vol. 12(24), pages 1-24, December.
    4. Liyuan Jiang & Quanxi Li & Xiaoding Wu, 2023. "The Impact of Clothing E-Store Image on Intention Based on Search and Purchase Phases: From the Perspective of Sustainable Marketing," Sustainability, MDPI, vol. 15(1), pages 1-20, January.
    5. Huifang Jiao & Xuan Wang & Chi To Ng & Lijun Ma, 2021. "Pricing and Return Policies in a Competitive Market: A Consumer-Valuation Based Analysis with Valuation Uncertainties," Sustainability, MDPI, vol. 13(3), pages 1-23, January.
    6. Basu, Rituparna & Paul, Justin & Singh, Kandarp, 2022. "Visual merchandising and store atmospherics: An integrated review and future research directions," Journal of Business Research, Elsevier, vol. 151(C), pages 397-408.
    7. Xiaolan Xie & Xun Zhang & Jingying Fu & Dong Jiang & Chongchong Yu & Min Jin, 2018. "Location Recommendation of Digital Signage Based on Multi-Source Information Fusion," Sustainability, MDPI, vol. 10(7), pages 1-21, July.
    8. Shan Du & Hua Li, 2019. "The Knowledge Mapping of Mobile Commerce Research: A Visual Analysis Based on I-Model," Sustainability, MDPI, vol. 11(6), pages 1-26, March.

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