Comparison of Consumer Empowerment Index between Korean and Chinese Young Adult Consumers

2020

Int J Consumer Studies

This study investigates the moderating effect of consumer empowerment on the relationship between involvement in and purchase behaviour towards eco‐friendly food. It uses the generalized linear model, with data from the 2017 Research on Food Consumption. The results showed that gender is related only to involvement in eco‐friendly food and this involvement is higher for women than for men. Moreover, involvement in eco‐friendly food, purchase empowerment, engagement empowerment and frequency of buying eco‐friendly food increase as age increases, with the highest increases observed at ages 40–49 and 50–59; the score for those older than these age groups was much lower, resembling an inverted U shape. Groups with high education and income levels presented high scores for involvement in eco‐friendly food, purchase empowerment, engagement empowerment and frequency of buying eco‐friendly food. Regarding the effects of involvement in eco‐friendly food, purchase empowerment and engagement empowerment on the frequency of buying eco‐friendly food, the main effects of involvement in eco‐friendly food and purchase empowerment as well as the interactive effects between involvement in eco‐friendly food and engagement empowerment were statistically significant.

Section: Theoretical Backgroundmentioning

confidence: 99%

Moderating effects of consumer empowerment on the relationship between involvement in eco‐friendly food and eco‐friendly food behaviour

2020

Int J Consumer Studies

“…In this study, the third edition of the 2018 Survey on Consumer Empowerment Index was used. It was developed on the basis of previous studies [1,6,18,19] while maintaining consistency with the 2010 and…”

Section: Methodsmentioning

confidence: 99%

“…However, consumer ability or consumer capacity are mainly used as concepts referring to a consumer's cognition, information searching, and information understanding abilities [17]. Based on previous studies [1,6,18,19], consumer empowerment can be described as a consumer having the complete ability to achieve personally astute and socially sustainable consumption. In other words, consumers possess the knowledge, purpose, motivation, and ability to strive for their personal benefit as well as to influence producers [8].…”

Section: Consumer Empowermentmentioning

confidence: 99%

Consumer empowerment and self-assessment of empowerment

2021

PLoS ONE

This study examined the influence of consumer empowerment and its self-assessment on consumers’ information search behavior and consumer life satisfaction; it also examined whether the results were consistent with the Dunning−Kruger effect. A total of 977 consumers who participated in a national consumer survey were divided into four groups, based on their level of empowerment and self-assessment. The Dunning−Kruger effect was observed in the consumer empowerment results, with 35.9% of respondents showing imbalanced empowerment and self-assessment levels. A general linear model was used to examine the survey results, which indicated that the main effect of empowerment had no significant effect on information searching or consumer life satisfaction. However, there was a significant main effect of self-assessment on both dependent variables. In addition, the interaction of empowerment and self-assessment had a significant effect only on information search behavior. Consequently, it can be concluded that self-assessed empowerment, rather than actual consumer empowerment, affects information search and consumer life satisfaction.

“…Consumer ability, capacity, and literacy have long been the focus of consumer studies and are mainly used as concepts referring to a consumer's cognition, information-searching, and informationunderstanding abilities [19]. Conversely, based on previous studies [12,[20][21][22], consumer empowerment can be described as a consumer having the complete ability to achieve astute and socially sustainable consumption. Speci cally, a consumer possesses the knowledge, purpose, motivation, and ability to strive for personal bene ts and in uence producers.…”

Section: Consumer Empowerment In Digital Environmentmentioning

confidence: 99%

The Moderating Effect of Digital Empowerment on the Relationships between Old Age and Online Services Related to Coronavirus Disease 2019 in Korean

2022

Preprint

Background: Older adults experiencing difficulty using digital technology have to find Online Services Related to Coronavirus Disease. This study examined the relationship between age and the use of various online services related to coronavirus disease 2019 (COVID-19) and the moderating effect of consumers’ digital empowerment in this relationship. Methods: A regression analysis was performed to examine how respondents’ characteristics affect consumer empowerment. Further, a general linear model was used to investigate the main and interaction effects of age and empowerment on the recognition and experience of services related to COVID-19 using the 2021 Information Divide Index in Korea. Results: The results confirm that the recognition and experience of online services related to COVID-19 differ according to age. Additionally, the difference according to age was moderated by consumer empowerment. Conclusion: When empowerment was high, the difference in recognition and experiences of online services related to COVID-19 decreased with age.