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

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.