Consumer Empowerment in Pre and Post-Digital Eras: A Conceptual Review, Framework for Purchase Intention, and Implementation Approaches

Abstract

          This article aims to review the concept of consumer empowerment in both pre-digital and post-digital contexts, including the evolution of consumer behavior across different periods, and to propose a framework of the relationship between consumer empowerment and purchase intention.

          This research employs a documentary research method in the form of a conceptual article, reviewing literature from academic databases and international journals spanning from 1990 to 2025. The findings reveal that consumer empowerment has evolved from a psychological concept in the pre-digital era to a strategic framework that organizations can design in the digital age. It comprises three main dimensions: Dimension 1: Access to Rights and Resources, which refers to opportunities to access information, news, and resources necessary for purchase decisions; Dimension 2: Capability Enhancement, which enables consumers to effectively utilize information and technology; and Dimension 3: Psychological Empowerment, which reflects the literature review on consumer empowerment, purchase intention, and the relationship between consumer empowerment and purchase intention, aligned with the research findings and conclusions. Key mechanisms driving consumer empowerment include user-generated content, co-creation, and social media engagement. Factors significantly influencing consumer empowerment include information access, technological capability, and interaction. The study also found a positive relationship between consumer empowerment and purchase intention through the mechanism of psychological ownership, leading consumers to feel greater influence and stronger attachment to brands. Recommendations and practical applications regarding the analytical synthesis that reflects the literature review on consumer empowerment, purchase intention, and the relationship between consumer empowerment and purchase intention, aligned with the research findings and conclusions, are presented at the end of this article.