Transparent windows are intriguing windows to let customers easier to know the track of multiple processes of
the producing or transporting from real or virtual world at once. The purpose of this study was to investigate the
customers’ importance for assurance about the quality of products or services from transparent windows on both
utilitarian and hedonic perspectives. Also, these dual motivations were examined the mediated effect. The
findings of this study were showed as expectation mostly. Statistic and practical implications are presented
along with suggestions for future research.