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Consumer empowerment model: from unspeakable to undeniable

Consumer empowerment model: from unspeakable to undeniable Purpose – Although consumer sophistication and empowerment is on the rise as a result of the digital revolution, there is insufficient academic exploration with the aim of understanding how this empowerment functions on the internet. Therefore, the purpose of this paper is to fill this gap by proposing a new conceptual model in light of available literature. Design/methodology/approach – The paper employs a deep and broad literature review and discussion regarding possible consumer power sources on the internet to develop the proposed conceptual model, which is defined as consumer empowerment model (CEM). The components of the model are discussed in detail to reveal possible links, consumer empowerment actualization, and impacts on consumer markets on the internet. Findings – The components of CEM are structured in light of the theory of reasoned action's main proposals as follows: “Perceived consumer power,” “Perceived consumer trust,” “Attitudinal consumer power” and finally “Behavioral consumer power.” Each component is discussed in terms of its possible contributions to the model in order to illustrate how this new form of consumer power actually works. The possible implications of consumer empowerment are also discussed in light of the newly proposed model. Originality/value – There is no paper discussing how consumer power actualization works and thus how consumer power revolutionizes today's cyberspaces. In this context, the study is the first of its kind. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Direct Marketing: An International Journal Emerald Publishing

Consumer empowerment model: from unspeakable to undeniable

Direct Marketing: An International Journal , Volume 3 (4): 16 – Oct 16, 2009

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-5933
DOI
10.1108/17505930911000892
Publisher site
See Article on Publisher Site

Abstract

Purpose – Although consumer sophistication and empowerment is on the rise as a result of the digital revolution, there is insufficient academic exploration with the aim of understanding how this empowerment functions on the internet. Therefore, the purpose of this paper is to fill this gap by proposing a new conceptual model in light of available literature. Design/methodology/approach – The paper employs a deep and broad literature review and discussion regarding possible consumer power sources on the internet to develop the proposed conceptual model, which is defined as consumer empowerment model (CEM). The components of the model are discussed in detail to reveal possible links, consumer empowerment actualization, and impacts on consumer markets on the internet. Findings – The components of CEM are structured in light of the theory of reasoned action's main proposals as follows: “Perceived consumer power,” “Perceived consumer trust,” “Attitudinal consumer power” and finally “Behavioral consumer power.” Each component is discussed in terms of its possible contributions to the model in order to illustrate how this new form of consumer power actually works. The possible implications of consumer empowerment are also discussed in light of the newly proposed model. Originality/value – There is no paper discussing how consumer power actualization works and thus how consumer power revolutionizes today's cyberspaces. In this context, the study is the first of its kind.

Journal

Direct Marketing: An International JournalEmerald Publishing

Published: Oct 16, 2009

Keywords: Consumers; Empowerment; Internet; Trust

References