隨著光電產業的蓬勃發展,數位電子看板(Digital signage)市場己成為繼電視娛樂(TV)與個人電腦(PC)之後,成長最快的第三大液晶螢幕產品應用,宣告「薄形顯示廣告」的時代己經來臨,數位電子看板興起取代傳統的產品展現方式。數位電子看板,是利用數位顯示器為媒介,藉由高品質的影片、動畫、圖像與文字,與位於不同特定地點與特定時間的目標客戶溝通的看板平台。電子看板可以佈置在靠近消費點的地方,所提供的廣告可以完全貼近群眾的需求,將最即時的商品資訊直接傳遞給目標客戶群,藉由動態的多媒體表現方式吸引客戶的目光,觸發客戶的購買慾望,進而刺激衝動性的即時購買效果。因此本研究希望透過文獻探討和實地訪談之方式,針對《摩斯漢堡》做個案研究。研究結果發現,面對新的數位顯示趨勢來臨,速食業也進一步數位化,以數位電子看板取代傳統的櫃台後上方印刷塑膠看板菜單。數位電子菜單(e-menu)具備相當良好的效果,對消費者而言,有動畫的數位電子菜單比傳統式菜單更具吸引力,而因為觀看動畫所產生的分心效果,使消費者感覺上排隊等待的時間大幅減少,顯示動態廣告比靜態廣告更有吸引力,不僅可藉此說明商品特色、節省人力成本、提高銷售效率,亦能傳遞品牌的精神與價值,加深客戶對品牌價值的認同感。
With the flourishing development of electro-optical industry, Digital Signage is the 3rd biggest application of liquid crystal screen (LCD), running after television entertainment (TV) and personal computer (PC). This declares that the age of ”thin-shaped display of advertisement” has come. Digital Signage has replaced traditional way of displaying products and is a platform used to communicate with target customers in different location at specific time by high quality film, animation, image, and characters. Digital Signage can be set in shopping area, so as to provide the advertisement that closes to customer demands. It can forward product information, trigger customers' desire to purchase, and, further, stimulate immediate purchase by dynamic multi-media expression. The purpose of this article is to find out the possibility to apply Digital Signage to fast food industry and what benefit it would bring by literature review and field interview, and take MOS Burger as an example. Based on the study we found that fast food stores are inclined to use digital signage instead of plastic board to demonstrate their menu. The animation makes ”e-menu” more attractive than traditional menu and will distract customers' attention so may make them feel the time they are waiting in a line is much shorter. Thus, digital signage can not only demonstrate products, saving labor costs, improving sales efficiency, but also show brand value to customers so as to make them recognize the brand.
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