*4.3. Main Types of Influences of Industry 4.0 Revolution in Human Capital Development*

Given the noticeable and quick transformation and the increased reliance on modern technology [57], the question which arises is how all these are changing work, employment, methods, approaches, and processes related to human resources management field in today's corporations.

Automation and robotization of production processes will mainly affect the sectors of workers whose work is repetitive and routine, leading to the loss of many jobs, mainly affecting employees with lower education. According to many scholars [51], workers will have to acquire a different or completely new set of skills to cope with these transformations in production processes. This can help increase employment, but at the same time, it will alienate a large sector of the workforce.

Among all the transformations that Industry 4.0 brings in industrial processes, digitalization is the area that seems to affect the entire economic and social environment on the broadest scale. At the level of the labor market, it requires a new set of skills needed to meet the requirements of emerging types of work (such as platform work), as well as imposing new approaches, especially in higher education. On the other hand, at the level of higher education, as a result of the intensification of the competition following globalization and market opening, another new trend appears, namely its commercialization. The way to solve these problems involves rethinking of traditional learning methods [58].

Wyrwicka and Mrugalska [20] have shown that there is a shortage of ICT professionals in European labor markets. This lack of employees is mainly manifested in the advanced manufacturing sectors, where analysis of big data and cybersecurity are needed. At present, although various actions have been taken to stimulate the acquisition of e-skills, especially in developed countries, the younger generation does not seem particularly interested in digitalizing the workplace or working in ICT, despite the fact that they perceive this sector as being the most advantageous one.

Human capital is the key resource needed to support the efficient use of IT. The pace of technological innovation has very high values, and workplaces are changing faster than ever, while acquiring new skills has become far more important than having the right credentials, which creates new pressures

both on labor market and educational systems. Thus, even people who know how to use and operate technology are required to renew and expand their skills and competencies. Therefore, the key seems to be to the education system, which must find new resources and methods to meet these challenges. Educated workers not only have the skills to use new devices, but they are more flexible, and can adapt more easily to the introduction of new technologies. Some studies have found a strong association between the level of education and IT investments [145]. These results support the hypothesis that the effects of IT on productivity are more significant in countries with high levels of education. At the same time, the role of policies to increase tertiary education is highlighted.

To increase the pace of acquisition of new skills by employees and future employees, decision-makers should consider creating IT "clusters" in places such as schools, libraries, or community centers. These could be able to provide IT packages, infrastructure, and training for users. Such integrated efforts can have more significant effects on IT productivity than a simple distribution of devices such as laptops or mobile phones in developing regions [63].

The increasing use of software, connectivity and analytics will increase the demand for employees with specific skills. Therefore, the need for skilled workers in the development of software and IT technologies will increase. This skills transformation is also a key challenge for workforce providers. To respond as adequately as possible to these challenges, a combined effort from all social actors is needed, namely the government, schools and universities, trainers, but also companies. They need to work together to adapt the curricula and to strengthen the entrepreneurial approaches increasing the IT skills and innovation skills of the workforce [39].

To understand the notions and concepts of other disciplines, they must be flexible, open to change, and have the ability to work in interdisciplinary teams. The ability to communicate, having cultural openness, and the ability to use virtual tools are essential for this.

To successfully cope with these changes, people should first develop skills such as creativity, experimentation, situational assessment, design, organization, and, last but not least, reengineering. The use of electronic means and big data tools are mandatory skills for the 4.0 engineer, who must be able to process and analyze large amounts of data from multiple sources, assess the validity of the information and its credibility, and draw relevant conclusions [20].

Agolla [38] argued that as Industry 4.0 is implemented on an ever-increasing scale, both nations and organizations need to engage in education systems that focus on knowledge beyond what is currently taught. This approach may require abandoning traditional education systems and stimulating the creativity of children from an early age to university, by focusing on learning outcomes that encourage the three components of creativity, namely, creative thinking, expertise and cognitive skills. The Industry 4.0 revolution entails a revolution in education, aiming to produce human capital capable of benefiting from the needs of the Industry 4.0 revolution for Smart Manufacturing's competitiveness.

Studying situation in EU countries, Lovric showed that education, especially at higher levels, is the critical factor in increasing the productivity of developing countries, contributing more than the implementation of ICT [46]. A high contribution to the development of human capital has a high enrollment rate in tertiary school. It turns out that education is a critical factor that must be taken into account by decision-makers to achieve positive effects on increasing productivity. The suggestion that emerges is the introduction of IT technology at an early age in schools, the development of complementary training programs, and the organization of tertiary programs for skills development.

A clear conclusion is that new educational systems must be introduced. However, this does not seem to be able to solve the problem of older workers, as Sung showed [51].

Regarding recruitment methods, promoting new jobs correctly and efficiently becomes essential. In this sense, the analyzed studies explain the importance of developing an advertising profile for Industry 4.0 jobs [107]. Technology can help achieve these goals by using data mining techniques to collect relevant information about the knowledge and skills needed in fast-changing industries. In such analyses, the extracted job profiles indicate that organizations are not looking for traditionally educated workers, but creative experts, with multidisciplinary skills, who really can contribute to

increasing the performance and competitiveness of companies. These analyses can contribute to the development of human capital, helping, on the one hand, the labor force and, on the other hand, human resources professionals and labor providers, i.e., education systems. Thus, for the first category, typologies of the job profiles required in Industry 4.0 can be developed. For the second one, new ways can be identified for how to track changes in the knowledge and skills needed in Industry 4.0. For the third category, updated information on necessary changes in curricula may be provided. Last but not least, recruitment companies can benefit from exploratory analyses of job advertisements.

One of the analyzed studies [38] pointed out that the use of social platforms is a current and interesting topic both in human resource management and in marketing.

### *4.4. Main Types of Influences of Industry 4.0 Revolution in Consumer Behavior*

Industry 4.0 will bring new benefits to customers as a result of the introduction of new technologies. As the degree of technological complexity increases, the demands of the requirements will increase, and clients with individual or even unique needs will appear. Therefore, new purchasing methods may emerge [63]. Customers can have individual requests, they can request specific functions of, or even they can purchase a single product. Customers can change their order and ideas at any time during production, even at the last minute, without being charged any fees.

In Industry 4.0 specific interconnected networks, manufacturers have to collect and analyze a massive amount of data. As a result, the issue of privacy arises as a concern for both customers and manufacturers [51,92]. This issue, which could pose a threat to privacy, will be a challenge for both parties.

People are willing to pay for improved security. The presence of security information can influence consumers and therefore influence their buying behavior. Therefore, reducing these risks would be an incentive for consumers to buy more secure devices. One of the analyzed studies [143] showed that people who receive security information (for example, using a label) may be influenced in their purchasing choices.

In the new "4.0 market", the investigation of consumer opinions will use data mining techniques much more intensively, improving the calculation tools used by marketers [74]. Consumers' willingness to use mobile applications dedicated to the information process and acquisition will also contribute to increasing the efficiency of consumer research and marketing content.

Technology is increasingly contributing to the delivery of information to the end-user. An illustrative example is Virtual Reality (VR) technology [140]. This technology can significantly increase the efficiency in the presentation of new products, improving communication and content delivery, and facilitating the flow of information between different entities in the market, which positively affects consumer behavior and their perception of products.

The smart environment is accelerating changes in customer behavior. In addition, the customer experience can be enhanced with the help of data extraction technology. While e-commerce is booming, the problem of "information overload" arises, which also causes problems for customers and companies. This problem can be solved with the e-commerce recommendation system. It can recommend information about products that meet the consumer's consumer preferences towards the target customer [137].

The widespread introduction of the Internet has had a positive impact on buying intentions, but not on trust in websites. Moreover, there are studies which have shown that there is a negative relationship between ease of use of a site and trust in that site. Three significant implications result from this, as follows: (1) The more a consumer appreciates a website for efficiency and ease of navigation, the less likely it is for the consumer to trust and submit personal information to the site. (2) The ease of use of a website is strongly correlated directly with the purchase intention. (3) There is a relationship between the skills of internet consumers and the confidence of the website, which implies that the better a person's skills using the Internet, the less resistant they are to online shopping. This is because

ease of use strongly refers to the intention to purchase and may even compensate for the lack of trust that consumers may feel towards a website [123].

Consumers are increasingly using mobile devices while shopping. This behavior allows retailers to collect data on each purchase and type of consumer (age, gender, etc.), and to create databases that will later help marketing teams to improve the marketing mix [92].

On the other hand, intelligent technology brings benefits to customers in terms of increasing their information possibilities, both on the production process of the product and its use concerning their behavioral patterns [63].

The use of IoT changes the way manufacturers communicate with consumers, which becomes much more personal, increasing the accuracy of segmentation and targeting the desired audience. It can even be considered an entirely new type of direct marketing [92]. This feature can become a prerequisite for more sophisticated personalized marketing. IoT allows the creation of large networks, which will connect people, equipment, organizations, remodeling not only the style of communication and product promotion but also the expectations, perceptions and requirements of consumers to companies [92]. This will affect buying and consuming behavior.

The introduction of IoT and big data technologies has led to the growth of e-commerce. Consumer online shopping performance has improved due to the diversification of information sources. On the other hand, Fu et al. [136] have shown that the decision-making process on consumer behavior seems to be influenced by online consumer reviews.

The application of IoT technology is also useful for mobile commerce. Thus, the use of location-based services allows users to receive integrated information based on time, location and context, streamlining the shopping experience. Companies can use external incentives to get consumers to have a positive attitude towards using applications, which can affect their subsequent behavioral intent [138].

IT, IoT, digitalization, increasing population mobility and its heterogeneity contribute to changing social behavior. Thus, if in the past, certain activities (work, school, shopping, socializing) tended to take place at certain times and places, today they take place more and more in the pattern "anytime, anyplace" [114]. In addition, while previously these activities tended to be carried out "at a given time", in industry stage 4.0 work activities, shopping and personal/social activities become interactive, with the possibility of overlapping several activities in the same time frame, determining a new form of consumption, namely, collaborative consumption.

In the field of health services, the implementation of IT can bring specific benefits, both in terms of service quality and safety. The effectiveness of medical services can increase through personalization of behavioral health care [131]. The challenges facing IT in this area are significant in the field of behavioral health, due to difficulties in data standardization, lack of training of the IT provider for health, and mitigation of privacy issues. In the field of health, the implementation of Industry 4.0 technologies aims mainly at the more efficient use of available treatments and the promotion of patient-centered care. Regular use of various technologies in everyday life motivates health care providers to use technology appropriately to improve health services [115,132]. Understanding people's new habits can help create a better perspective for healthcare providers through online communication.

New technologies often change customer behavior, and artificial intelligence, even more so. AI seems to facilitate both marketers and their target audience. The former benefit from a huge volume of data for the study, and the latter benefit from reduced search costs. Studies have shown, however, that there are different degrees of influence, depending on how and when clients relate to artificial intelligence, namely the adoption of AI, the use of AI and the post-adoption of AI stage. In the stage of using AI, when clients interact with it, a low-level constructive mentality could be created. It remains to be seen what other mindsets could be determined by the AI or how an AI application should communicate with clients because communication has more substantial impacts when it matches the mindset. Davenport et al. [142] have suggested that in the phase of post-adoption of AI, clients may

perceive a loss of autonomy if AI can substantially predict their preferences, as a result of which they may exhibit incorrect behaviors.

### *4.5. Limitations*

This study presents some limitations. Regarding the search for information in articles, there is a limitation in not including articles that are not open access because of budgetary constraints. In the first search, including articles that are not open access, 2204 titles were provided. Only 762 were maintained in the analysis, satisfying the open-access condition.

#### **5. Conclusions**

#### *5.1. Opportunities and Challenges for New Directions in Education in Industry 4.0 Stage*

New technologies, mainly digitalization, information technology, and communication technology are changing how corporations produce and deliver customer service.

The development of human capital has generated, in this way, an innovative solution. Martiskova et al. [37] have stated that nowadays, human capital is not only creative but also is a super human capital.

At the heart of the 4.0 revolution is the information and communications technology, which, together with artificial intelligence, profoundly influences the economic-social environment, the life of each individual and the relationships established on a global scale. In the next decades, certain professions will be gradually taken over by industrial robots, so that a large part of the jobs will be affected. Thus, traditional roles in production, agriculture, utilities will disappear [146], but new jobs in health, education, and service delivery will emerge. However, these new jobs will require employees to acquire new skills, especially digital ones. Nowadays, the employees who are most afraid of job automation are those whose formal education is precarious. Continuous retraining of employees is the most commonly used method to reduce skill differences.

Companies need to get involved and support education. Governments must support continuing education programs. Industry 4.0 needs Education 4.0. To meet the needs of the economy in the future, Education 4.0 must be viewed from a four-dimensional perspective: vocational education, entrepreneurial education, financial education, and digital education.
