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

Thérèse Roux, Sfiso Mahlangu and Mnelisi Xaba

International Journal of Electronic Marketing and Retailing, 2025, vol. 16, issue 2, 175-197

Abstract: 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.

Keywords: electronic marketing; retail; out-of-home advertising; interactive; digital media; design; shopping mall; Africa; South-Africa. (search for similar items in EconPapers)
Date: 2025
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