In the thesis we engaged in the question of empowerment of the consumer in the new media environment. We were specifically interested in empowerment in the exchange relationship between consumers and web content provider. We focused on the exchange of personal data of the consumer for online service. Our basic thought was, that a consumer was not empowered as the user of the web in the chosen exchange setting. Due to the lack of literature on this specific topic our goal was to understand the basic dynamics of the exchange relationship . In the empirical part we focused on understanding the perception and views of consumers towards exchange of personal data for online services. We explored perceptions and views with the method of semi-structured interviews. The answers were coded by the method of descriptive coding. Through this we recognized six themes: access to content, advantages and limitations of personalization, low familiarity with the web analytics, care for safety, lack of user power, and the necessity of web analytics. Answers also showed that we could hardly speak of consumer empowerment in respect to web analytics.
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