CONSUMER EMPOWERMENT ON ONLINE PURCHASING

Abstract

This research investigates the influence of social, demographic, and economic characteristics toward consumer empowerment on online purchasing in Asia, using a cross-sectional study through an online survey of 100 samples who experienced online purchasing. Multiple linear regression is performed for data analysis. The result showed that early adult males with high education, Javanese ethnic, lived in an urban area and were an employee with more than one million incomes per month was the most empowered group. Regression analyses result reveals that gender, ethnic, and income significantly negatively influenced consumer empowerment. Meanwhile, a male with non-Sundanese ethnic and low income would increase the consumer empowerment index.