Komentarze do książki Prosument – Prosumpcja – Prosumeryzm (Prosumer - Prosumption - Prosumerism)

The aim of the work presented in this book, is to construct a model of expected by the prosumer benefits of accession to the process of prosumption. Prosumption is a phenomenon which causes the market’s blur between production and consumption sphere. The author is presenting various prosumption classifications, and describing it as an interactive process of value creation, T .Szymusiak refers to the marketing concept of "service dominant logic" and the concept of “lead user”. Achieving the objective of the work, he identifies the individual and social benefits which are arising from the involvement of the consumer in the process of prosumption.Empirical research is based on the results of the international studies conducted in countries with different levels of economic development like Poland and Germany (observations, interviews and surveys), with involvement of various qualitative and quantitative data analyzing techniques. Research outcome indicates an existence of the set of benefits:• Financial rewards (money save)
• Enjoyment
• Self-esteem
• Expression
• Satisfaction of personal, specific needs
• Recognition
• Personal health
• Belonging/acceptance
• Protection of the natural environment
• Contributions to societal transformations
which are arising from the “moment of consumption”, as well as the benefits which arising from the process of production of goods or services.
Research outcomes also revealed many differences in levels of the impact of particular benefit on the attitude of prosumer in Poland and Germany. During analyzing process, multiple regression models were developed to describe prosumer motivation in following areas:
• culinary dishes preparation,
• cultivation and gardening,
• repair and maintenance,
• Do It Yourself,
• prosumption in the form of online activity.
At the end, author attempts to identify the type of prosumption which is occurring in above listed countries, he does it on a basis of Alvin Toffler’s concept of “The Third Wave” and the idea of sustainable development.