How digital advertising at retail shelves influences behavioral intentions

Purpose This study explores how interactive digital advertising (IDA) of product display shelves (PDS) affect consumer behavioral intention. Based on the S-O-R theory, we constructed a model in which IDA triggers behavioral intention via curiosity and attention, while this causal relationship is moderated by product familiarity and advertising appeal. Design/methodology/approach Two experimental studies were conducted to test the research model using data collected from convenience stores in Taiwan (Study 1: N = 234; Study 2: N = 255). The authors apply a Smart PLS 4.0 SEM and SPSS PROCESS macro-models 6 for analysis. Findings Study 1 shows that IDA (active/passive) leads to more favorable behavioral intention through serial mediation of curiosity and attention. Moreover, product familiarity moderates the effect of IDA on curiosity. Study 2 reveals that using rational advertising appeals in active information acquisition via DA can enhance the effectiveness of curiosity levels. Originality/value The findings provide more insight on how IDA influences consumer experiences and help formulate more effective strategies for driving the digital innovation.