Consumer Knowledge, Empowerment & The Internet

Challenging the belief that the internet inherently empowers consumers through enhanced information and communication, this work critiques the technologically determinist perspective prevalent in Information Systems. It highlights the disconnect between what users desire and what information systems provide, emphasizing the need for a nuanced understanding of both technology and the dynamics between eCommerce providers and consumers. By examining the power imbalance and advocating for companies to heed consumer feedback, it reveals that true consumer empowerment is largely a myth.