Changes in the Definition of Prosumers and Their Motivation by Social Environment

Abstract

The concept and activities of prosumers, as proposed by Toffler (1980), have been expanded through changes in information technology and social environment. The purpose of this paper is to clarify the definition of prosumer and his/her motivation that changes with technology and social environment, by reviewing existing research on the prosumer, which is defined as active consumers. The concept of prosumer is applied in various academic fields, and there are some similar concepts. These similar concepts are different in the level of activeness and provision of goods and services to others. After categorizing these definitions into four, this paper points out that, in addition to the production and the use of prosumers, the provision to others should also be included to cope with the recent social environment. In addition to their personal and social motivation, their economic motivation is also considered in this paper. Finally, based on these, future research issues are presented.