Title
Customer characteristics and management factors as antecedents of prosumption
Code
GA19-10897S
Summary
The term „prosumption“ was proposed by Toffler (1980) as combination of „production“ and „consumption“ and it is nowadays perceived as customer’s involvement in various business processes (e.g. co-designing new products, assembling products).Although prosumption is a valuable business resource, the literature suggests that our knowledge on the antecedents of prosumption and its management is weak. Corresponding to this gap, study aims at identifying antecedents of prosumption related to both customer attributes and management actions. The research combines qualitative and quantitative methods to first explore research area and then explain the statistical connections between various antecedents and customer inclination to prosume. The survey will exemplify phenomenon of prosumption through using self-checkout in supermarkets. The popularization of such self-checkouts is the important driver of business profitability not only in retail but also in other industries, but management theory does not offer a recommendation on how business may motivate people for using these machines.
Start year
2019
End year
2019
Provider
Grantová agentura ČR
Category
Obecná forma
Type
Standardní projekty
Solver
Information system of research, development and innovation (in Czech)