CFP: APJML on The Future of Consumer Experience

The Future of Consumer Experience: Humanity in a Digital World

Special Issue Call for Papers: Asia Pacific Journal of Marketing and Logistics

Guest Editors:

Prof. Kyung Hoon Kim (Changwon National University, Republic of Korea)

Dr. Brian ‘t Hart (Trinity Western University, Canada)

Extended Submission Deadline for Extended Abstract: 31st January 2023                                

Full Paper Deadline: 1st September 2023


Selected papers submitted to ‘The Future of Consumer Experience: Humanity in a Digital World’ track at the 2023 GMC at Seoul ( will be considered for possible publication in a special issue of the Asia Pacific Journal of Marketing and Logistics.

Technology has significantly changed the way that consumers interact with the world around them. With the advent of smart home technologies, artificial intelligence (AI), virtual reality, and the metaverse, it is expected that technology will continue to infuse its way into consumers’ lives and continue to impact the way that consumers experience brands, products, and services.

For example, augmented reality allows consumers to experience and interact with products within their home before even stepping into a store (Wang et al., 2021). Virtual reality allows consumers to immerse themselves in a completely virtual world, such as the metaverse, where they can build and buy products (Jung et al., 2021). Artificial intelligence provides consumers with faster and more convenient service options, personalized suggestions on music and photo apps and smart home technology which allows for personalized health monitoring wearables and automation within the home (Park et al., 2021).

However, while the technology may offer many benefits to consumers, this does not always translate into a positive consumer experience (Puntoni et al., 2021). Consumer experience is much broader, and often viewed to have multiple dimensions including consumers’ cognitive, emotional, behavioural, sensorial, and social responses to the technology (Lemon & Verhoef,2016). This has driven research exploring how consumers experience vulnerability with technology (Yap et al., 2021), the impact of AI personality on consumer behaviour (Poushneh,2021), consumers experience of robot service failures and the possibility of forgiveness (Choi et al., 2021) and how identity influences ageing consumers’ experience with technology (Astell, et al., 2020).

This special issue aims to build on this growing area of literature focusing on how consumers perceive and experience technology within their lives. We therefore invite innovative scholarly submissions exploring consumers’ adoption of and experience with technology. We welcome both quantitative and qualitative submissions and encourage the use of varying methodologies.

Suggested topics include but are not limited to:

• How consumers experience augmented reality within the home, and across varying product contexts

• Ageing consumer's perceptions of and experience with various technologies

• Consumer interaction with chatbots

• The role of self and identity in consumers’ evaluation of technology – do consumers perceive the technology to be for them?

• The impact of artificial intelligence on brand love and brand engagement

• Consumer engagement with brands within the metaverse

• Technology and consumer vulnerabilities

• The role of social influences in consumers’ adoption of, and experience with technology

• Consumer trust toward service robots


Extended Submission Deadline for Extended Abstract: 31st January 2023:

Extended abstracts should be submitted to the track chair of ‘The Future of Consumer Experience: Humanity in a Digital World’ track at the 2023 Global Marketing Conference at Seoul by the conference submission system ( Track Chair: Dr. Brian ‘t Hart, Trinity Western University,

Full Paper Submission Deadline: 1st September 2023:

Full papers should be submitted to ‘The Future of Consumer Experience: Humanity in a Digital World’ APJML special issue by the ScholarOne online submission system on the journal website. It is expected that the special issue will be published in 2024.

Guest Editor Contact Details:

Any queries about this call for papers can be submitted to the guest editors below:

Prof. Kyung Hoon Kim, Changwon National University, Republic of Korea

Email:, Tel: +82-55-213-3346

Dr. Brian ‘t Hart, Trinity Western University, Canada

Email:, Tel: +1-604-513-2121 (ex 3372)


Astell, A. J., McGrath, C., & Dove, E. (2020). ‘That's for old so and so's!’: does identity influence older adults’ technology adoption decisions? Ageing & Society, 40(7), 1550-1576.

Choi, S., Mattila, A. S., & Bolton, L. E. (2021). To err is human (-oid): how do consumers react to robot service failure and recovery? Journal of Service Research, 24(3), 354-371.

Huang, C. C. (2021). Aging consumers and their brands: the customer journey perspective. Asia Pacific Journal of Marketing and Logistics.

Jung, J., Yu, J., Seo, Y., & Ko, E. (2021). Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows. Journal of Business Research, 130, 517-524.

Kim, H. M., Abbas, J., Haq, M. Z. U., Lee, J. J., & Hwang, J. (2022). Differences between robot servers and human servers in brand modernity, brand love and behavioral intentions in the restaurant industry. Asia Pacific Journal of Marketing and Logistics, (ahead-of-print).

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.

Park, S. S., Tung, C. D., & Lee, H. (2021). The adoption of AI service robots: A comparison between credence and experience service settings. Psychology & Marketing, 38(4), 691-703.

Poushneh, A. (2021). Humanizing voice assistant: The impact of voice assistant personality on consumers’ attitudes and behaviors. Journal of Retailing and Consumer Services, 58, 102283.

Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021). Consumers and artificial intelligence: An experiential perspective. Journal of Marketing, 85(1), 131-151.

Wang, Y., Ko, E., & Wang, H. (2022). Augmented reality (AR) app use in the beauty product industry and consumer purchase intention. Asia Pacific Journal of Marketing and Logistics, 34(1), 110-131.

Yap, S. F., Xu, Y., & Tan, L. (2021). Coping with crisis: The paradox of technology and consumer vulnerability. International Journal of Consumer Studies, 45(6), 1239-1257.