Prosumpcja i konsumpcja kolaboratywna jako uwarunkowania e-biznesu
Prosumption and Collaborative Consumption as E-business Environment

Summary/Abstract: In contrast to customer brand loyalty, prosumption and collaborative consumption are under-investigated phenomena. This gap demands attention of management scholars, because these consumption mega-trends are ambiguous from business perspective: they can bring threats and opportunities for entrepreneurs, especially in turbulent business environment. This paper is based on the survey conducted among 269 Polish consumers which were actively involved in modern consumption patterns. The research results suggest that involvement in these patterns can be actually positively connected with general brand loyalty inclination, which motivates designing strategies oriented at winning loyalty among “consumer activists”.

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