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

Ryszard Kłeczek
Ryszard Kłeczek
, 
Mirosława Pluta-Olearnik
Mirosława Pluta-Olearnik
 et 
Anetta Pukas
Anetta Pukas
   | 25 juin 2024
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Article Category: Research Article
Publié en ligne: 25 juin 2024
Pages: 1 - 24
Reçu: 24 août 2023
Accepté: 27 mars 2024
DOI: https://doi.org/10.2478/minib-2024-0007
Mots clés
© 2024 Ryszard Kłeczek et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1.

Summary of study findings: the computing practices identified
Summary of study findings: the computing practices identified

Consumer decisions and their changes – individualistic interpretation vs. Theory of Social Practices (TSP)

Individualistic interpretation TSP interpretation
How do consumers make decisions? The individual (subject) in his action reveals his individual, autonomous values; Values and decisions are independent. The individual (subject) embodies collective institutions in his actions; individual decisions and actions are “moments” of routine social practices.
What are routines, and how do they change? Routines (habits) are individual; they are created by repeating individual actions. Routines are social practices – they arise due to the reconfiguration of their elements.
Subject of study Individual decisions and actions of individuals. Social practices change by questioning the principles of the value of existing practices and reconfiguring elements.
How does an individual change decisions and actions A change in the sphere of consciousness and values precedes and determines a change in actions (causality in one direction).

New value principles exist when they are realized in repeated actions.

A change in routine occurs after a period of improvisation by stakeholders (not just users) with new tools and rules; during the improvisation period, modifications or rejection of the new practice occur; new practices exist as long as they are implemented in repeated actions of stakeholders.
What is the relevance of the problems formulated so far for research projects? Research projects look for solutions to problems formulated before they are undertaken, e.g., reducing environmental pollution, obesity, cigarette smoking, and sugar consumption. Research projects formulate the problems to be solved, which usually involve questioning existing principles of the value of existing practices and providing tools to implement new practices
Data analysis Data about consumers' decisions are interpreted as if they reflect their revealed preferences. Data about consumer decisions are interpreted as the implementation of collective, routine practices
What is an intervention to change activities? Social campaigns and education aimed at changing the awareness and values of individual entities The actions of many actors (stakeholders) co-create new routines, i.e., configurations of rules, resources, and activities; consumers implement new practices after improvisation with new tools.
What is the effect of the intervention? Better individual decisions in achieving a given goal, e.g., sustainable development values, obesity, etc. New social practices with new, contextual principles of values and tools.

Model for understanding of consumer practices

Consumer practice as research unit a priori Consumer practice as research tasks
How to study consumer practices? Consumer practices are viewed as intuitive and predefined, remaining the same from study start to finish Consumer practices are the findings of the research
How does the new offer change consumer practice?

New technology based-offers is adopted by beneficiaries

The beneficiaries’ adaptation of the new offer is seen as equivalent to adopting the new consumer practice.

New technology transforms the consumer practice

 New offer inspires beneficiaries to improvise and perform practices different than just usage of the offers.
What are the relations between the consumer practices? Consumer practices are bundled and performed at the same time or in the same places

Consumers perform particular practices as mediators among other practices

Reducing the stiffness of the practice timetable may reduce the intensity of the mediating practice
What is the enrichment for beneficiaries? More modalities of the practice enrich consumer experience. Reducing the intensity of practice can benefit consumers, leading to potential enrichment

Selected quotes and photos from respondents

- “My bus was stuck in a traffic jam. It took 20 minutes to travel what should have taken me 3–4 minutes; there was no bus lane on the route, I was late for work.”

- “I used public transport because I was in no hurry to work.”

- “I end up paying for the STCR time spent in traffic jams and looking for a parking lot or for parking outside the parking zone, which is far from the destination; it’s hard to park; the parking lot is far from my workplace.”

- “I used the non-fully electric rental car because I did not need to travel to work during rush hours.”
eISSN:
2353-8414
Langue:
Anglais
Périodicité:
4 fois par an
Sujets de la revue:
Business and Economics, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Development, Change Management, Cooperation, Key Competences in Scholarly Research
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