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

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.