Exploring the process of consumer empowerment: The role of perceived control in consumer power

Despite the considerable body of literature underscoring the critical significance of consumer empowerment, the intricate process of consumer empowerment remains insufficiently understood. To rectify this issue, the present study draws on the theoretical frameworks of learned hopefulness and perceived control to investigate the relationship between perceived control and perceived power. It posits that the three dimensions of perceived control—namely, cognitive control, decisional control, and behavioral control—lead to a sense of power for consumers, which encompasses both social power and personal power. We implemented a cross-sectional survey involving 501 participants who were recruited from Prolific. We scrutinized the proposed conceptual framework with structural equation modeling. Furthermore, we conducted a relative effect analysis to determine the relative significance of the various dimensions of perceived control on perceived power. The results indicate that involvement with the service is an antecedent to perceived control. Distinct pathways to a sense of power were also delineated. The initial pathway, which leads to perceived personal power, originates from perceived decisional control and cognitive control. The subsequent pathway, which results in perceived social power, is derived from perceived behavioral control and cognitive control. In terms of the implications, perceived personal power leads to positive emotional outcomes, whereas perceived social power enhances relational commitment.