Consumer knowledge, empowerment & the internet : critical research into the provision and use of eCommerce

McLean, R

Abstract

From a Critical Social Theory (CST) perspective this research critiques assumptions that
the internet brings about consumer empowerment through increased product information,
and opportunities to communicate and share knowledge with companies and other
consumers. It demonstrates that this assumption derives from the technologically
determinist school of Information Systems (IS) thinking which is grounded in the myth that
technology per se brings huge benefits, including wealth and empowerment. Illustrating
that information systems development traditionally lacks a sense of "audience" failing to
provide what the users want, it suggests that this phenomenon merits more sophisticated
consideration of not only the technology, but also of eCommerce providers and users. The
research demonstrates that complex phenomena such as that under study here require a
multi-method approach to explore the range of voices or relevant perspectives of the
stakeholders.
A lens for reviewing the power relations governing the construction and use of consumer
knowledge is developed and applied. The knowledge construction lens is used to review the
synthesized findings from the multi-method assessment to reveal how congruence is
connected to extant power relations, and positions those findings in the context of
information provider / user relationships. Drawing on both theories of hermeneutics and
semiotics the phenomenon is initially explored from the perspective of both companies and
customers through questionnaires and reviews of commercial websites. This phase of the
research sets the scene for a series of twenty-two in depth interviews with individual
consumers to explore their experiences of using the internet in commercial activity.
The research concludes that vast incongruity in the needs and values of customers and
companies exists. Consumer empowerment remains a myth. Ingrained company / customer
power relations distort communication and prevent 'true' empowerment. In the shadow of
company power, customer inertia and feelings of powerlessness remain strong. Ultimately
this serves companies well as increased buyer power continues to be regarded as a threat to
competitive advantage.

Citation

McLean, R. Consumer knowledge, empowerment & the internet : critical research into the provision and use of eCommerce. (Thesis). Salford : University of Salford

• Thesis Type: Thesis
• Deposit Date: Oct 3, 2012
• Award Date: Jan 1, 2005