Content and Process as Motivational Factors in Digital Out‐of‐Home Media: The Mediating Role of Interaction in User Experience

Digital out‐of‐home media continues to attract consumers due to its dynamic and interactive characteristics. Despite the growing interest in the uses and gratifications of contemporary digital media, scholarly inquiry into digital out‐of‐home media remains limited. This study investigated how digital out‐of‐home media’s uses and gratifications correlated with user experience and the mediating role of interaction. Employing a quantitative approach, data were collected from 450 shoppers via a structured questionnaire and analysed using Hayes PROCESS macro to test for mediation. Results show that convenient information and entertainment gratification factors significantly influence user experience, with interaction playing a pivotal role. Moreover, interaction statistically mediates the relationship between motivational factors and user experience. However, no statistically significant correlation between process gratifications and affordances was found. These findings highlight the importance of understanding user engagement in digital out‐of‐home media contexts and offer insights for marketers and researchers in the digital media landscape.