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Czy prosumpcja w dobie kryzysu to zjawisko jednowymiarowe? Eksploracja wsrod uzytkownikow portali spolecznosciowych. (Should we treat prosumption as one-dimensional phenomenon in the time of crisis? Exploration among users of community portals.)

Author

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  • Maciej Mitrega

    (Instytut Zarzadzania i Marketingu, Wydzial Nauk Spolecznych, Akademia im. Jana Dlugosza w Czestochowie)

Abstract

The main research problem of this paper takes form of the question: Should we treat prosumption as one-dimensional or multi-dimensional phenomenon in the time of crisis? Existing literature defines presumption mainly from perspective of individualistic benefits for customer connected with personalization, but costs associated with buying and using products are largely neglected. Such understanding of prosumption is not justified in the time of crisis that puts households under budgetary pressure on the global scale. The empirical study presented in this paper suggests that prosumption is a two-dimensional phenomenon, where one can distinguish Rationalistic Prosumption and Exhibitionistic Prosumption. Two-dimensional measurement model is supported by the sample of users of community portals in terms of its reliability and validity. The paper indicates its theoretical contribution, managerial meaning and limitations. At the end of the paper further research directions are discussed.

Suggested Citation

  • Maciej Mitrega, 2013. "Czy prosumpcja w dobie kryzysu to zjawisko jednowymiarowe? Eksploracja wsrod uzytkownikow portali spolecznosciowych. (Should we treat prosumption as one-dimensional phenomenon in the time of crisis? E," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 11(40), pages 40-53.
    • Handle: RePEc:sgm:pzwzuw:v:11:i:40:y:2013:p:40-53
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    References listed on IDEAS

    as
    1. Gronroos, Christian, 1990. "Relationship approach to marketing in service contexts: The marketing and organizational behavior interface," Journal of Business Research, Elsevier, vol. 20(1), pages 3-11, January.
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    More about this item

    Keywords

    prosumption; measurement; reliability; validity; value; crisis.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • E21 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Consumption; Saving; Wealth

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