How new digital-based service offers change consumer practices: a Theory of Social Practice (TSP) approach

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

Title variants

PL

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

Abstracts

PL

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.

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.

Keywords

EN

digital-based service offers; Theory of Social Practices (TSP); commuter practices; modalities

PL

usługi cyfrowe; teoria praktyk społecznych; praktyki osób dojeżdżających do pracy; modalności

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2024
• Volume: 52
• Issue: 2
• Pages: 1-24

Dates

published

2024

Contributors

author

Ryszard Kłeczek

• Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wrocław, Poland

• https://orcid.org/0000000193273515

author

Mirosława Pluta-Olearnik

• Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wrocław, Poland

• https://orcid.org/0000000257194710

author

Anetta Pukas

• Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wrocław, Poland

• https://orcid.org/0000000163182516

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Identifiers

DOI

10.2478/minib-2024-0007

Biblioteka Nauki

55173149