技术赋权背景下消费者与企业权力关系研判

Research on Power Relationship between Consumers and Enterprises under the Background of Technology Empowerment

技术的发展使市场主体的权力博弈随之发生变化,形成不同层面权力的增强或减弱,企业与消费者之间的权力关系也更加复杂。在厘清消费者权力维度的基础上,文章指出现代信息技术通过降低信息获取成本、改变信息传播模式、简化群体聚集方式三大途径赋权,从而导致消费者权力八个维度(知情权、选择权、言论权、参与权、结社权、谈判权、独特需求权、求偿权)实现了增权,两个维度(隐私权和安全权)发生降权,而自主权在不同情境下或增或降。消费者与企业之间的力量对比也随之改变,其结果有三种可能:第一,技术赋权侧重于消费者并抑制了企业行为;第二,技术赋权侧重于企业而损害了消费者利益;第三,技术带来双方权力及利益的共同增长,实现共赢。

The development of technology makes the power of market entities change accordingly,forming the increase or suppression of power at different levels,and the power relationship between enterprises and consumers is more complex.Based on clarifying the dimensions of consumer power,the paper points out that the information technology empowers through three ways:lowering the cost of information,changing the way of information transmission,and simplifying group gathered.So that eight aspects of consumers'power-the power to know,to choose,to speech,to participate,to associate,to bargain,to claim,and the power of unique needs-has grown,two aspectspower of privacy and security-has weakened,and power of autonomy might rise or fall in different situation.The balance of power between consumers and businesses has changed,and the result may be a trade-off,with one party's growing power limiting the other's actions to protect its own interests.It could also be a win-win situation where technology increases the power and benefits of both sides.