Digital OOH Media의연구 프로세스 알고리즘 모형에 관한 연구- 속성비교이론에 따른 소비자 태도연구를 중심으로

The current media industry has a complicated multi-layered structure, and its range is being extended continuously. As the media industry creates digitalization, the capacity for information continues to increase. In addition, the ubiquitization of networks has made it meaningless to constrain additional media channels. Accordingly, they ranges of each type of media interrupt each other, leading to a flood of media today. From this point of view, it is necessary to establish a firm tool kit for new media development as well as operation plans for integrated media. This study is a follow-up study of an earlier work on Digital OOH Media as advertisement media, involving the creation of an algorithm as a series of the research on Digital OOH Media and the design of a research model. With the design of this algorithm-based model in this study, I establish the study model using certain concepts originating from the multi-attribute attitude model by Fishbein and attribute comparison theory by Tversky and Kahneman. In the designed model, both a planning step, representing the early stage of the development of media and the algorithms associated with Digital OOH Media, and an operation step, are used. As a concrete research process model with which to study Digital OOH Media is unavailable at this point, this study suggests a more effective visual communication direction by establishing the research process for the algorithm-based model for corresponding media. It is hoped that such a study will serve as useful tool kit for the development of Digital OOH Media.