Value Realization in the Phygital Reality Market

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..  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.

• Introduction: Scope and Overview.- Value Realization from the Perspective of Customers and Users.- Value Creation through Technological Innovation.- Theory for Understanding the Value Realization.- Smart media era: transformation in the age of Internet communication.- The metaverse era: communication revolution by the meta-verse.- Acceptance and Use of Omni Retail Services (Segment Analysis).- Comparison of Online Retailing between China and Japan.- Conclusion Chapter.