Uses and Gratifications of Electronic Billboard Broadcasting and Its Impacts on Attitudes toward EBB Advertising

This study investigated Electronic Billboard Broadcasting(EBB) based on the uses and gratification approach. Using Korean college students as a sample, this study explored the motivational dimensions of EBB uses and investigated relationships with attitudes toward EBB media and EBB advertising. This study found five motivational dimensions of EBB uses: entertainment, information, pastime, participation, and relaxation. Among them, information and pastime are important factors affecting attitudes toward EBB media, and entertainment positively influences attitudes toward EBB advertising. The findings of this study could provide critical insights into EBB as media and its advertising effect on consumers.