Overview
- Analyzes consumer behavior in the phygital reality market
- Discusses smart media and meta-verse in the internet communication revolution and digital transformation
- Explains the customer experience of omnichannel retailing in the phygital reality market
Part of the book series: Kobe University Monograph Series in Social Science Research (KUMSSSR)
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Table of contents (10 chapters)
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Front Matter
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Back Matter
Keywords
About this book
This book is a timely and much-needed comprehensive compilation that reflects the development of research on consumption and communication in the conflation of the real and digital worlds, bringing together the current state of thinking about the phygital reality market and the cutting-edge challenges that are involved. In this book, the term “phygital reality market” is used, implying that the physical, digital, and virtual realms are fused into one to recognize and understand the market with multiple or mixed realities. The concept of the phygital reality market captures the new realities that consumers are shopping, consuming, and living, and companies are competing within the physical, digital, and virtual marketplaces.
The book covers the research on consumption, service, and communication in the phygital reality market and compiles the current state of thinking, challenges, and cases having to do with the acceptance and diffusion of new technologies of phygital reality. The interest in the phygital reality market, such as omnichannel retailing integrating physical stores and online services, has grown hugely over the last two decades, particularly since the coronavirus pandemic. COVID triggered severe social and economic disruption around the world but has accelerated the acceptance and diffusion of new technologies in the phygital reality market, where the physical, digital, and virtual worlds are conflated. Versatile problem solving and new challenges are reflected in the value realization process of innovation — in other words, widespread acceptance and diffusion of devices or services that embody new technologies. The excitement and hype associated with the metaverse have highlighted the need to understand the creation and adoption of new technologies in consumption and marketing, recognition of the foundational role of new technologies in driving consumer behavior, and marketing theory and practice in value realization as a vital part of the process of digital transformation.
Authors and Affiliations
About the authors
Biao Gao is a lecturer and graduate supervisor at the Jiangxi University of Finance and Economics, China. He was previously a graduate of the University of Leeds and earned his Ph.D. in Business Administration from the Graduate School of Business Administration, Kobe University, Japan. He has many years of professional experience in Dragon TV (Shanghai Media Group). His research interests focus on consumer cognition and psychology, user behavior in digital media art, and human factors engineering. His research studies have been published in the Journal of consumer behaviour, Mathematical Biosciences and Engineering, Cell press: Heliyon, and other SCI/SSCI journals.
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Mengjia Gao is a lecturer at the Zhejiang Wanli University, China. She holds a Ph.D. in Business Administration from the Graduate School of Business Administration,Kobe University. Her research focuses on omnichannel retailing, customer relationship management, and consumer behavior. Her research studies have been published in SCI/SSCI journal, such as Journal of Retailing and Consumer Services.
Bibliographic Information
Book Title: Value Realization in the Phygital Reality Market
Book Subtitle: Consumption and Service Under Conflation of the Physical, Digital, and Virtual Worlds
Authors: Lin Huang, Biao Gao, Mengjia Gao
Series Title: Kobe University Monograph Series in Social Science Research
DOI: https://doi.org/10.1007/978-981-99-4129-2
Publisher: Springer Singapore
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023
Hardcover ISBN: 978-981-99-4128-5Published: 10 August 2023
Softcover ISBN: 978-981-99-4131-5Due: 10 March 2024
eBook ISBN: 978-981-99-4129-2Published: 09 August 2023
Series ISSN: 2524-504X
Series E-ISSN: 2524-5058
Edition Number: 1
Number of Pages: XIX, 212
Number of Illustrations: 7 b/w illustrations
Topics: Consumer Behavior, Online Marketing/Social Media, Business and Management, general, Innovation/Technology Management, Digital/New Media