Antecedents and outcomes of consumer empowerment : an empirical study.

• Main Authors: Yeo, Shi Ling., Low, Michelle Ciyuan., Pauh, Bee Teng.
• Other Authors: Benjamin Kartono
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Consumer behaviour
• Online Access: http://hdl.handle.net/10356/35490
• Institution: Nanyang Technological University

Despite being a relatively new topic, consumer empowerment has been receiving increasing attention by both marketing academics and practitioners alike. This report describes an exploratory study that examines how various antecedents of consumer empowerment, namely, information about other consumers, amount of information from the company, information quality, progress cues, control of choice set composition, and size of choice set influence consumer empowerment. It also explores how consumer empowerment can lead to certain outcomes, namely involvement, satisfaction, purchase intention and purchase expenditure. The study was carried out within the context of the fast-food and casual dining industry, and data was collected via a survey instrument. The results highlight that there are significant relationships between consumer empowerment and the proposed antecedents, as well as majority of the outcomes. Key implications of this study are that Singapore-based food and beverage companies can gain insights on how they can use various approaches to empower their customers, and ultimately achieve positive outcomes in their business performance. Practitioners can then design their marketing strategies in consideration of associations between consumer empowerment and its antecedents. Finally, this empirical model of consumer empowerment developed also forms the platform for future research.