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

Kłeczek Ryszard (), Pluta-Olearnik Mirosława () and Pukas Anetta ()
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Kłeczek Ryszard: Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wrocław, Poland
Pluta-Olearnik Mirosława: Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wrocław, Poland
Pukas Anetta: Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wrocław, Poland

Marketing of Scientific and Research Organizations, 2024, vol. 52, issue 2, 1-24

Abstract: 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: digital-based service offers; Theory of Social Practices (TSP); commuter practices; modalities; usługi cyfrowe; teoria praktyk społecznych; praktyki osób dojeżdżających do pracy; modalności (search for similar items in EconPapers)
JEL-codes: M30 O35 R40 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:51:y:2024:i:2:p:1-24:n:1001

DOI: 10.2478/minib-2024-0007

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