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Value Realization in the Phygital Reality Market - Consumption and Service Under Conflation of the Physical, Digital, and Virtual Worlds (1st ed. 2023)
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Value Realization in the Phygital Reality Market - Consumption and Service Under Conflation of the Physical, Digital, and Virtual Worlds (1st ed. 2023)
Series: Kobe University Monograph Series in Social Science Research
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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.
General
Imprint: |
Springer Verlag, Singapore
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Country of origin: |
Singapore |
Series: |
Kobe University Monograph Series in Social Science Research |
Release date: |
August 2023 |
Firstpublished: |
2023 |
Authors: |
Lin Huang
• Biao Gao
• Mengjia Gao
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Dimensions: |
235 x 155mm (L x W) |
Pages: |
212 |
Edition: |
1st ed. 2023 |
ISBN-13: |
978-981-9941-28-5 |
Categories: |
Books
Promotions
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LSN: |
981-9941-28-8 |
Barcode: |
9789819941285 |
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