DFG Project

Problems of Action and Typifications in Personal and Algorithmic Shopping Advice on the Internet

Within the research project „Curated Shopping - Problems of Action and Typifications in Personal and Algorithmic Shopping Advice on the Internet“, well-known questions about the specificity of online shopping are revisited and renegotiated.

Project duration

36 months (12/2019 -11/2022)

In recent years, social science research on online commerce and shopping has consolidated a descriptive model that operates with four basic assumptions. Online shopping is (1.) characterized by the change from a service triad between provider, provider personnel and customer to an interface-mediated service dyad between provider and customer: Service personnel who can advise consumers (individually) and accompany and support them in their consumption process are typically not available. This is associated with (2.) the shift of competence requirements, especially regarding self-information, to consumers, who (3.) are confronted with a potentially comprehensive range of products and have to choose from them. At the same time, (4.) provider and consumer actions are increasingly intertwined (for example, through cookies and correspondingly displayed advertisements, feedback functions, reviews, etc.).

There is a small shopping cart on top of a laptop.

In our research project, we are focusing on the offer type of 'curated shopping', which is characterized by a pre-selection made by the supplier and personalized (in some cases also individualized) recommendations of products. Contrary to common description models of online retailing, the offer includes digitally mediated consulting services as a central element. The project's aim is to examine the problems that arise both on the side of the customer and on the side of the supplier and to reconstruct the respective problem-solving strategies in a typified way. Based on which criteria are certain articles suggested? At which points is the customer's cooperation indispensable? Which specifics can be determined by the medial framing? According to our thesis, focusing on the mediatization of advisory services can contribute to a differentiated understanding of reflexive mediatization of consumption.

The empirical study is based on an explorative-interpretative research design, in which organizational and consumer ethnographic approaches are bundled within the framework of a hermeneutic-sociological study. In doing so, we analyze the homepages of providers as well as conduct interviews with the organizations and the people working in them. At the same time, we are also conducting interviews with consumers and are working on the development of a research instrument that will enable us to follow the consumption process longitudinally.

Publications (selection):

Eisewicht, Paul (2022): Konsum. In: Gugutzer, Robert/Klein, Gabriele/Meuser, Michael (Hrsg.): Handbuch Körpersoziologie. Wiesbaden: VS. S. 175-187.

Eisewicht, Paul (2022): Curated Shopping als Form der Verantwortungsabgabe in digitalen Konsumräumen und Potentiale der Nachhaltigkeit. In Schlaile, Michael & Stöber, Lea (Hrsg.): Consumer Social Responsibility im digitalen Raum. Entscheidungsarchitekturen, geteilte Verantwortung und Handlungsspielräume. Marburg: Metropolis Verlag. S. 103-120.

Eisewicht, Paul (2021): Kaufberatende Dritte im Onlineshopping und die Rückkehr des Berates? In Dimbath, Oliver/Pfadenhauer, Michaela (Hrsg.): Gewissheit. Beiträge und Debatten zum 3. Sektionskongress der Wissenssoziologie. Beltz Juventa: Weinheim und Basel, S. 388-399.

Eisewicht, Paul & Steinmann, Nico Maximilian (2023, eingereicht): „The Rise of Meal Kits in Times of COVID-19: Promises of Sustainability, Convenience, and Experience in the Context of Supply Chains”. Special Issue: ‘Production, Retailing and Consumption of Food. Commodity Chains before and after Covid-19’. Agriculture and Human Values.

Eisewicht, Paul & Steinmann, Nico Maximilian (2023): Digital gut beraten? Curated Shopping im Spannungsfeld von Entlastung der und Anforderungen an Kund:innen. In Bala, Christian & Schuldzinski, Wolfgang (Hrsg.): Jahrbuch Konsum & Verbraucherwissenschaften 2022, 2. Jahrgang. Konsumlust und Konsumfrust. Psychologische, soziologische und ethische Aspekte des Konsums. S. 13-34.

Steinmann, Nico Maximilian (2022): Implikationen audiovisueller Formate der Güterdarstellung und -bewertung für die Konsument:innenperspektivierung. In Schlaile, Michael & Stöber, Lea (Hrsg.): Consumer Social Responsibility im digitalen Raum. Entscheidungsarchitekturen, geteilte Verantwortung und Handlungsspielräume. Marburg: Metropolis Verlag. S. 63-82.

Lectures (selection):

Eisewicht, Paul (2022): Die reflexive Digitalisierung des Onlinehandels: Die Rückkehr des Verkaufspersonals und Aushandlungsprobleme in der digitalen Dienstleistungsbeziehung. Vortrag in der Sektionsveranstaltung der Wirtschaftssoziologie, 41. Kongress der Deutschen Gesellschaft für Soziologie, 26.-30.9.2022, Universität Bielefeld.

Eisewicht, Paul (2022): Process-oriented quality criteria in qualitative research. Oral Paper Presentation at Mid-term conference of the ESA Qualitative Network [RN20]. 24-26 August 2022 - Copenhagen, Denmark.

Eisewicht, Paul & Steinmann, Nico Maximilian (2023, geplant): „Die digitale Dienstleistungsbeziehung - Curated Shopping im Spannungsfeld von persönlicher Expertise und plattformisierter Algorithmisierung.“ Vortrag im Kolloquium der Fakultät Sozialwissenschaften der Technischen Universität Dortmund. 26.04.2023.

Eisewicht, Paul & Steinmann, Nico Maximilian (2022): „The Rise of Meal Kits in Times of COVID-19: Promises of Sustainability, Convenience, and Experience in the Context of Supply Chains”. Oral Paper presentation at the workshop ‘Production, Retailing and Consumption of Food. Commodity Chains before and after Covid-19’ 16./17.06.2022 Humboldt-Universität zu Berlin.

Steinmann, Nico Maximilian & Eisewicht, Paul (2021): „Promises And Expectations In Curated Shopping - The Service Relationship And Its Characterization In The Digital Space“. Oral Paper Presentation in conference track RN05 Digitalisation and Consumption at the 15th ESA Conference 2021. Sociological Knowledges for Alternative Futures. Barcelona (online). 31. August – 03. September 2021.

Steinmann, Nico Maximilian (2022): 'All is Data' in the Digital Age - Opportunities and Challenges of Analysing Multimodal Data Using the Research Style of Grounded Theory. Oral Paper Presentation at Mid-term conference of the ESA Qualitative Network [RN20]. 24-26 August 2022 - Copenhagen, Denmark.