Value Realization in the Phygital Reality Market: Consumption and Service Under Conflation of the Physical, Digital, and Virtual Worlds

Huang, Lin, Gao, Biao, Gao, Mengjia

Value Realization in the Phygital Reality Market: Consumption and Service Under Conflation of the Physical, Digital, and Virtual Worlds
  • 出版商: Springer
  • 出版日期: 2024-08-11
  • 售價: $5,690
  • 貴賓價: 9.5 折 $5,406
  • 語言: 英文
  • 頁數: 212
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 9819941318
  • ISBN-13: 9789819941315

    • 海外代購書籍(需單獨結帳)

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商品描述

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.


商品描述(中文翻譯)

本書是一部及時且極需的綜合彙編，反映了在真實與數位世界交融下，消費與溝通研究的發展，匯集了對於實體數位市場的當前思考狀態及所面臨的前沿挑戰。在本書中，使用了「實體數位市場」（phygital reality market）這一術語，意指實體、數位與虛擬領域融合為一，以便識別和理解擁有多重或混合現實的市場。實體數位市場的概念捕捉了消費者在購物、消費和生活中的新現實，以及公司在實體、數位和虛擬市場中的競爭。

本書涵蓋了在實體數位市場中有關消費、服務和溝通的研究，並彙編了與實體數位現實新技術的接受與擴散相關的當前思考、挑戰和案例。對於實體數位市場的興趣，例如整合實體商店與線上服務的全通路零售，在過去二十年中大幅增長，尤其是在新冠疫情以來。COVID-19引發了全球範圍內的嚴重社會與經濟動盪，但也加速了在實體數位市場中新技術的接受與擴散，這裡的實體、數位與虛擬世界交融在一起。多元化的問題解決與新挑戰反映在創新價值實現的過程中——換句話說，就是廣泛接受和擴散體現新技術的設備或服務。與元宇宙相關的興奮與炒作突顯了理解消費與行銷中新技術的創造與採用的必要性，認識到新技術在驅動消費者行為、行銷理論與實踐中的基礎性角色，以及在數位轉型過程中價值實現的重要性。

作者簡介

Lin Huang is a distinguished professor in the Graduate school of Business Administration at Kobe University, Japan, and Director of the Center for Asia Academic Collaboration at Kobe University. He is active in the field of Marketing and Business Management. He received his Doctor of Commercial Science from Kobe University. His specialized fields include global marketing, distribution system, and strategies and behavior of the MNCs, with a focus on theories of market systems, digital marketing, and global supply chain management. His research has been published in many books in the fields of global marketing, business management, and consumer research. His research also has been published in journals such as the Journal of Retailing and Consumer Services, Diamond Harvard Business Review, Asia Journal Marketing, Mathematical Biosciences and Engineering, China Information, Journal of Global Marketing, among others. He is the editor and co-author of Japan Study asa Public Good in Asia, 2019, Springer Singapore.

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.

作者簡介(中文翻譯)

林煌是日本神戶大學商學研究所的傑出教授，也是神戶大學亞洲學術合作中心的主任。他在行銷和商業管理領域非常活躍，並獲得神戶大學的商業科學博士學位。他的專業領域包括全球行銷、分銷系統以及跨國公司的策略與行為，特別專注於市場系統理論、數位行銷和全球供應鏈管理。他的研究成果已發表於多本關於全球行銷、商業管理和消費者研究的書籍中，並在《Journal of Retailing and Consumer Services》、《Diamond Harvard Business Review》、《Asia Journal Marketing》、《Mathematical Biosciences and Engineering》、《China Information》、《Journal of Global Marketing》等期刊上發表。

高彪是中國江西財經大學的講師和研究生導師。他曾就讀於利茲大學，並在日本神戶大學商學研究所獲得商業管理博士學位。他在上海媒體集團的龍視電視台擁有多年專業經驗。他的研究興趣集中在消費者認知與心理學、數位媒體藝術中的用戶行為以及人因工程。他的研究成果已發表於《Journal of Consumer Behaviour》、《Mathematical Biosciences and Engineering》、《Cell Press: Heliyon》等其他SCI/SSCI期刊。

高夢佳是中國浙江萬里學院的講師。她在日本神戶大學商學研究所獲得商業管理博士學位。她的研究專注於全通路零售、顧客關係管理和消費者行為。她的研究成果已發表於SCI/SSCI期刊，如《Journal of Retailing and Consumer Services》。

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