Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework

By employing a combination of the extended technology acceptance model and the technology-organization-environment framework, this study examines influential factors in the acceptance of digital advertising policy by Korean out of home (OOH) adverting firms undergoing digital transformation. To this end, by employing unique data from a national survey of 1,001 Korean OOH advertising firms, this study examines such firms’ acceptance of digital advertising policy. The results of a hierarchical regression analysis reveal that two key variables—perceived usefulness and perceived ease of use—from the extended technology acceptance model positively influence policy acceptance. The findings also suggest that factors from the technology-organization-environment framework, such as organizational innovativeness and perceived burden of cost in the organizational context, and perceived industry pressure in the environmental context affect policy acceptance. The results of this study demonstrate that the combined model is useful in explaining OOH firms’ decision such as policy acceptance in digital transformation process. The main findings of this study have policy and managerial implications for other countries in digital transformation process.