The effect of intensity of consumer education, self-efficacy, personality traits and social media on consumer empowerment

摘要

This study aimed to develop a consumer empowerment model by adopting the Social Cognitive Theory and the Empowerment Theory in explaining consumer empowerment. Specifically, this study intended to identify the relationships between consumer self-efficacy, intensity of consumer education, personality traits, social media and consumer empowerment. A total of 400 respondents had participated in this study and were selected using a multi-stage probability sampling. The data were collected through a self-administered questionnaire. A multiple linear regression was conducted to predict the correlation between the independent variables and consumer empowerment. The finding revealed that the intensity of consumer education, self-efficacy, social media and aggressive personality were positively related to consumer empowerment, whereas the assertive personality variable was deleted from the model because it did not have a significant relationship with consumer empowerment. The results can significantly contribute to improving the current consumer policy and developing effective consumer education programmes.