Being hybrid: a conceptual update of consumer self and consumption due to online/offline hybridity
Being hybrid: a conceptual update of consumer self and consumption due to online/offline hybridity
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混合：线上线下混合带来的消费者自我和消费的概念更新
DOI：
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发表时间：
2019
影响因子：
4.4
通讯作者：
Klára Šimůnková
中科院分区：
文献类型：
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作者：
Klára Šimůnková
新兴的移动技术不仅戏剧性地改变了我们的消费方式，也改变了我们的生活方式。从理论上讲，要跟上已经体现在实践中的变化是越来越难了。首先，本文旨在缩小理论与实践之间的差距，将线上/线下混合作为一种新的混合，作为一种普遍的当代人类状况。其次，它将混合空间的概念作为一种新的参考框架，作为我们日常生活的总体概念。第三，由于这些观点的变化，对消费者自我和消费提出了必要的微观层面的更新。第四，报告最后介绍了privatescape，将其作为一种新的全球共享私人内容流，对消费者行为产生重大影响。
ABSTRACT Emergent mobile technologies are dramatically and rapidly changing not only the way we consume but also the way we live. In theory, it is becoming harder and harder to keep pace with the changes already embodied in practice. First, this paper aims to reduce the gap between theory and practice by introducing online/offline hybridity both as a new kind of hybridity and a universal contemporary human condition. Second, it presents the concept of hybrid space as a new frame of reference, as an overarching conception of our everyday. Third, it proposes the necessary micro-level updates regarding consumer self and consumption due to these changes in perspective. Fourth, it concludes by introducing privatescapes as a new global flow of shared private content with a significant impact on consumer behaviour.