How New Digital-Based Service Offers Change Consumer Practices: a Theory of Social Practise (TSP) Approach

• Autorzy: Ryszard Kłeczek , Mirosława Pluta-Olearnik , Anetta Pukas

Warianty tytułu

Jak nowe oferty usług cyfrowych zmieniają praktyki konsumenckie - podejście oparte na teorii praktyk społecznych

• Języki publikacji: EN

Abstrakty

EN

This study investigates the transformative impact of digital service offers on consumer practices, utilizing the Theory of Social Practice (TSP) as a theoretical framework. Focusing on the use of public transportation and short-term car rental ("carsharing") services, it explores how digital innovations reshape consumer behaviors and interactions. Through an empirical analysis of commuter practices, the research identifies how consumers use digital service offers from providers to create and adapt new practices. Key findings include the emergence of distinctive commuting behaviors, such as the use of fully electric rental cars in bus lanes during rush hours, contrasted with the use of non-electric rental cars in regular traffic lanes during off-peak times. These observations underscore a dynamic shift from established consumer practices, revealing a process where consumers actively innovate and redefine their daily routines in response to digital service offerings. The study not only highlights the fluidity of consumer practices but also suggests a research strategy focused on understanding these emerging patterns rather than on studying predefined practice modalities. (original abstract)

Współcześni konsumenci, znający technologię cyfrową, wykorzystują oferty jako zasoby do współtworzenia nowych wartości. Cele tego artykułu są dwojakie. Po pierwsze, szukamy możliwości adaptacji koncepcji TSP w naukach o zarządzaniu, a po drugie, badamy, w jaki sposób oferty usług cyfrowych zmieniają praktyki społeczne. Opierając się na empirycznym badaniu praktyk osób dojeżdżających do pracy, pokazujemy, że konsumenci improwizują i tworzą nowe praktyki, łącząc zasoby różnych dostawców usług. Przyjmując teorię praktyk społecznych (TSP), zidentyfikowaliśmy praktyki inne niż tylko korzystanie z istniejących ofert usług. W wyniku przeprowadzonych badań proponujemy koncepcyjny model zrozumienia i analizy praktyk użytkowników. W ten sposób przyczyniamy się do krytycznego badania społecznych konsekwencji zmian technologicznych w nowych ofertach usług cyfrowych. Sugerujemy również, aby menedżerowie odnaleźli powiązania pomiędzy praktykami osób dojeżdżających do pracy, zamiast skupiać się na modalnościach określonych z góry praktyk. (abstrakt oryginalny)

Słowa kluczowe

EN

Internet services; Consumer behaviour; Behaviour theory; Commuting

PL

Usługi internetowe; Zachowania konsumenta; Teoria zachowań; Dojazdy do pracy

• Czasopismo: Marketing Instytucji Naukowych i Badawczych
• Rocznik: 2024
• Numer: nr 2 (52)
• Strony: 1--24

Twórcy

autor

Ryszard Kłeczek

• Wroclaw University of Economics and Business

autor

Mirosława Pluta-Olearnik

• Wroclaw University of Economics and Business

autor

Anetta Pukas

• Wroclaw University of Economics and Business

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Identyfikatory

DOI

10.2478/minib-2024-0007